MUMBAI: Bollywood stars Aamir Khan and Katrina Kaif launched an extensive range of official merchandise and products related to their forthcoming action-adventure Dhoom 3 on Tuesday. These include a mobile game, limited edition dolls, fashion accessories, notebooks, cards and more.
Aamir, who plays Sahir the thief, and Katrina who portrays Aaliya the acrobatic diva in the film, presented the wide array of products at the Yash Raj Films (YRF) Studios in Mumbai. The Dhoom 3 licensing programme is supported by Yash Raj Films Licensing (YRFL). There are over 200 varieties of products and 20 partners, with a combined penetration at more than 20,000 retail touch points and with a price range of INR69 to INR9,000, an official statement said.
The film’s collaboration with ICE X Electronics has resulted in an innovative range of electronic gadgets inspired by the movie. Its collaboration with toy manufacturing giant Mattel will treat fans with limited-edition Barbie dolls of Aamir and Katrina, that capture their looks and styles from the movie.
Dhoom 3 also has a mobile game courtesy of 99 Games, while the film’s association with BollyXpress has produced official greeting cards, gift wrapping papers and calendars. There is also a special consumer and trade promotion for Gulf Pride 4T Plus Bike Oils, and superior grip Dhoom 3 limited edition CEAT Tyres.
Orosilber is a line of men’s fashion accessories inspired by designs featured in the movie. The accessories range includes pendants, rings, wallets, bracelets, dog tags, belts, key chains, tie pins and cufflinks.
Aamir and Katrina also announced the film’s collaboration with Diva’ni for colorful and trendy clown-themed scarves. Archies is developing an exclusive range of movie-inspired paper stationery products, while Steelbird is making helmets for bikers, which will surely be a treat for those inspired by the movie.
There are also playing cards from Parksons, and Vox Pop Clothing’s Dhoom 3 T-shirts.
Published in The Express Tribune, November 21st, 2013.