Scheduled for launch in the first week of September, New Boy says it will heavily support the range with on-air commercials on Cartoon Network.
The range will be priced between Rs599 to Rs1399 in the premium category. However, New Boy is also looking to enter the mass market at the price range of Rs59 - Rs199.
New Boy director and country head Adil Qamar said: "After catering to the premium category we want to enter the mass market in India and therefore we would like introduce Strawberry Shortcake through generic items at entry level price points as well. On being in India for a year now, we have had to customise our products to meet the demands of the market."
The company is apparently looking to shell out $200,000 on media for its entire product portfolio for this year ending December. Other ranges include Mega Brands’ Spiderman 3 toys, launching in August, Teenage Mutant Ninja Turtles and Power Rangers.
Strawberry Shortcake will be heavily promoted above the line with on-air activities such as commercials and promo tags branded by New Boy which will kick off on Cartoon Network and Pogo by 25th August. However, the in-store activity at retail will only start after launch.
"Although the organised sector in India only comprises 10 per cent of the Rs25 billion market,” added Qamar, “it is growing at 20 per cent each year. By 2010 retail in India will be of International standards and we want to be completely absorbed into this market when it happens."