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Parle Biscuits launches Milk Shakti’s Tom and Jerry range in two sizes
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Thursday, 05 December, 2013, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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fiogf49gjkf0d Parle Products will introduce a new range of Milk Shakti Milky Sandwich biscuits embossed with the faces of Tom and Jerry in two variants - a 60g pack priced at Rs 10 and a 120g pack priced at Rs 20. These will be available in new packaging.
 The biscuit-maker has tied up with Warner Bros Consumer Products (whose property is the animated duo). It is a key merchandising quest for Dream Theatre Pvt Ltd, a licensing enterprise which is based in Mumbai.
Jiggy George, founder and chief executive officer, Dream Theatre Pvt Ltd, said, “This deal spells good news for the licensing industry. Tom and Jerry are not just animated characters, but they have an instant happiness appeal.”
 “We are excited about Parle Milk Shakti Milky Sandwich’s association with Tom and Jerry. This tie-up will bring together the strengths and acumen of Parle Products, one of India’s largest biscuit players, and Tom and Jerry’s popularity,” he added.
Pravin Kulkarni, general manager, marketing, Parle Products, added, “Tom and Jerry, with a classic legacy, have a lot of fans amongst both kids and adults in India. To get Warner Bros’ Tom and Jerry on board is definitely a landmark for Parle.”
“We have associated with Warner Bros Consumer Products to bring Parle Milk Shakti Milky Sandwich - Tom and Jerry biscuits to consumers everywhere and delight them,” he added.
“We are pleased to mark WBCP’s entry into India’s food and beverage market by partnering with Parle Products for Parle Milk Shakti Milky Sandwich - Tom and Jerry biscuits,” said Preston Kevin Lewis, managing director – Australia, New Zealand and India, Warner Bros. Consumer Products.
“This new partnership will allow us to bring the most popular animated brand in India to consumers in a fun new way,” he added.
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