Sony Yay! extends its characters into licensing and merchandising, partners with Black White Orange

This date, last year, Sony Yay! began their debut run with a promise. A promise to add happiness in kids’ lives, not just through content and stories, but also by being a part of their lives through various endeavours. This year, as they celebrate their first birthday, the channel takes this promise ahead and brings to kids additional surprises, pledging to entertain kids across the country throughout the year!


Besides building a robust content portfolio for their young viewers and becoming the only kids channel in India with 5 languages – Hindi, Tamil, Telugu, Bengali and Malayalam, the channel is truly going the extra mile to create an ecosystem.

Intending to be a part of not only kids’ entertainment but also a part of their everyday lives, the channel enters into licensing and merchandising in association with Black White Orange (BWO), India’s leading licensing, merchandising and brand agency. What better way to be a part of their audience’s ecosystem than through the elements of their daily lives? From toys to stationery, from apparel to bath and laundry, the channel aims to bring alive its endearing characters and make them a part of kids’ lives wherever they are.

Sony YAY! has already developed a deep connect with children nationwide in such a short span of time. With this, the channel has moved from a zero viewer base to 15 million kids weekly and 24 million kids per month. The channel plans to further extend its viewer base through a comprehensive summer campaign, that reaches out to over 25 million kids across the country through an extensive TV plan coupled with on-ground activations like 84 cities canter, mall activations, and various other associations.

Leena Lele Dutta, Business Head, SPN Kids Genre commented, “Right from inception, our effort continues to be centered on adding happiness, entertainment and interactivity in kids' lives through all our initiatives and we are overwhelmed with all the response. Kids are the heart of everything we do. Sony YAY! has characterized itself by being close to children, and creating worlds and stories with them through endearing characters, be it on-air or on-ground. Through this exercise, kids have built a bond with our characters and have come to love Guru and his singing, Bhole and his antiques, Popat and his wit and so on. With our bag full of goodies for
kids this new year, we are sure to give them a YAY!tastic time!"


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