Licensing agency is on board to grow the India-based YouTube channel globally.

“ChuChu TV,” one of Asia-Pacific’s most watched YouTube channels from India, has appointed Dream Theatre to launch its global consumer products business.

Dream Theatre is currently creating style guides and business templates for the brand in categories including toys, gaming, publishing and apparel, among others. The agency will also collaborate with licensing agents, toy companies, publishing houses and gaming companies to roll out the consumer products program globally.

The first “Chu Chu TV” products will start rolling out in summer 2017.

“‘Chu Chu TV’s’ phenomenal success is a testimony to its popularity and it is very exciting for us to work with a brand originated in India and adored across the world by the young and old alike,” says Jiggy George, chief executive officer and founder, Dream Theatre. “We are thrilled to create a world class licensing program that enables fans to engage with the brand in a products and services form and will be engaging with top international licensing agents, toy companies and retailers to launch and grow the business across the globe.”

Originiated in Chennai, India, in 2013, “ChuChu TV” has more than 6 billion views and 6 million subscribers. The channel also averages approximately 300 million views per month.

“‘ChuChu TV’s’ huge popularity across the world propelled us to create a consumer products business on a global scale,” says Vinoth Chandar, founder, chief executive officer and creative director, “ChuChu TV.” “Our target audience loves the ‘ChuChu TV’ characters. Parents and care takers around the world trust us and our content. Hence we wanted to channel this into creating equally loved and trusted ‘ChuChu TV’ products for our cute little fans. The real time feedback we receive from the parents, points to a huge demand for merchandise of our key characters ChuChu, ChaCha, Chika, Chiku, and Mr. Harlo who are loved and adored across the world. We have found the right partner in Dream Theatre who has a wealth of experience in licensing. We felt this is right time to enter the licensing arena and take our brand to the next level.”