Viacom18 Consumer Products Teams with Point Cove for MTV x Point Cove Kids’ Collab

Newly dropped spring-summer ’23 collection features bright colors embodying the spirit of MTV.

July 18, 2023

MTV x Point Cove Kids’ CollabMTV, Point Cove

Viacom18 Consumer Products, the consumer merchandising and licensing arm of Viacom18, has partnered with Point Cove, a California clothing company, to introduce a range of

MTV

apparel for kids ages 3-14 years.

The partnership

extends the MTV franchise

into the kids’ portfolio for the first time in India. Offering a collection that features bright colors embodying the spirit of MTV, the officially licensed SS’23 collection will be available at Ajio.com and over 500 Reliance Retail stores, including Trends and Trends Junior.

“We are delighted to partner with Point Cove and introduce MTV’s first-ever kids’ collection in India,” says Sachin Puntambekar, business head, consumer products, Viacom18. “This collaboration allows us to extend the magic of MTV to a younger generation. Together with Point Cove, we aim to give fans an exciting range of products that encapsulate the essence of MTV and express their fandom.”

“We are happy to launch our licensed collaboration range, MTV x Point Cove,” says

Nitin Sehgal, senior vice president, chief merchandising officer, Reliance Retail, Fashion & Lifestyle. “This enhances our licensing partnership with Viacom 18 with a purpose to bring a differentiated assortment to customers. This curated and collaborated special edition is playful, vibrant and offers more than one reason to cheer for our fashion-seeking young audience.”