Shrabasti Mallik tracks few of the party suppliers in town and finds out how demands for themed parties are changing with every animation movie and how companies try to sell the merchandise before the next big release
If the last few year was all about going bonkers on Minions, bananas, Elsa, Anna, and Olaf, this year it’s about going into the wild with Mowgli, Bagheera, Shere Khan, Kaa and Baloo. No, not the movie but parties.
Most themed parties are mostly influenced by the latest animation that hits the screens. Owing to the demand party suppliers manufacture a bulk of merchandise. But what happens to them when a new film comes alongIJ Where do they end up, and more importantly how good is it for businessIJ
“With the success of every animated movie or cartoon characters, we can see a huge demand for that particular theme. Animated movies are highly appreciated and are in trend, likewise, the movie Jungle Book has marked a huge demand for jungle theme party props. People do really go crazy over certain animated movies especially kids and organise parties preferred themes since it is much in trend. Considering the business line we see a huge increase in the sale and make sure we stock our store with a good variety to choose from. For instance, when Minions got famous we had to create an entire theme and it sold like hot cakes, such is the story with every animated movie,” said Ritika Nangia, team Funcart.
According to Wanna party founder, Arppit Ram Maheshwari a new animation movie definitely surges the demand for that particular character. “However, for the kids to be really into the characters and doing theme parties, there daily TV cartoon time helps them learn more about the character and that becomes the base for the liking of the character. Therefore, even though Jungle Book was an excellent movie and Mowgli is my personal favorite (as Jungle Book cartoon was aired in late 80’s and early 90’s) but since there is no TV shows around Star Wars and Jungle Book currently being aired, there is definitely some demand for them but it’s not over the roof as the party supplies available around these characters is none to very limited.”
But unlike the west where party themes are decided even before the movie hits the screens, Indian’s take it slow. So if you are looking for a themed party on Kung Fu Panda 3 already, you will be disappointed. Sharon Timmins, from Partyhunterz told us that though they try to get hold of the newest theme merchandises as soon as it is available it is often difficult to procure it immediately as the movie releases. “It is mostly because of the issues in licensing that it becomes very difficult to get merchandise as the movie releases, unlike the US where the products hit the store within a month of its release. But we try not to dishearten our customers so we personalise products for themes like background scene setter, flag banner centerpieces et al,” she said.
Gaurav Chaddha, from Party in a Box, however, feels that the swift change in preferences of the theme does not affect the business much because, in India, the demand begins after a few months of a movie release.
Themed parties are nothing new but the rate at which demands are increasing is quite remarkable. And for what, too. Earlier, people used to organise theme parties only on birthdays but now that range has diversified. Birthday parties, baby showers, bachelorette parties, bridal showers, holiday parties, festivities and more — you name them. Party suppliers in the city will have something quirky to help you with.
Bachelorette and baby showers are one of the most selling categories. Not long ago people would gift flowers but now I see all ages gifting balloons. “Balloon bouquets are also one of our biggest revenue catchers,” said Timmins and added, “Now I can say after years of being in the business we have literally seen kids grown into teenagers and that journey to see that once her eye was always drawn to the princess theme and tiaras now she would just look at things that are for a photo prop both wearables like hats and wigs and glow products.”
Where do they goIJ
While Funcart tries to sell off most of the merchandises during the season when they are most in demand, WannaParty sells it on sale or online to sites like First Cry and Amazon.
“There are times that people do not buy it then but wait for the popularity to go down a little. So, we sell items when they are in trend and the remaining stuff goes at an off and people who did not buy it before order it on sale. We make sure we are not stuck with a theme’s items for long,” Nangia pointed out.
Timmins, on the other hand, shared that since they operate throughout the country, they have a large network. “We normally get out of stock but the best thing with these popular releases is that it is watched even years later by kids,” she added.
It comes at a price
If it is the prices that you are thinking about right now, you will be happy to know that these companies have categories their products in a way that will not pinch your pockets. The prices at Funcart, for example, varies depending on the theme products that a customer wants. “For instance, a person selects just a set or polka dot plates, balloons, and cutlery, something like that, the package would easily come at Rs500. The point here is that we want things to be accessible to every person regardless of their income,” Nangia gave us the figures.
While at Partyhunterz the basic part amenities range from Rs3,000 to Rs5,000 (approximately), Maheshwari said, “Our products pricing starts form Rs15 to Rs500 and one can spend from Rs5,000 to Rs15,000 for buying everything for a party at our stores.”
Are you still thinking how, when and where to plan your next big partyIJ