The cash-loaded Indian Premier League (IPL) is set to flout global economic trends as merchandising is being considered to be the subsequent big avenue for generating income for the league. With majority of the telecast rights having being sealed already, merchandising is undoubtedly a well-thought-out step coming from the IPL. For instance, SET Max, the official broadcaster of the sporting event, IPL season three, has already sold 85 per cent of its advertising inventory.

The main idea which defines character licensing is the way a character is interpreted in accordance with the prevalent market scenario. There revolves a story around every character and people eventually relate to it thereby giving headway to licensing. Licensing opportunities provide brand owners to leverage on the popularity of a character at the same time the property owner (in this case it is the character developer) to spin money from this secondary channel. “Unlike previous times, today there are ample of cartoon characters and the number increases day by day.