Rajiv Chilaka and Sonali Shah discuss why the collaboration focuses on student art tools rather than entertainment merchandise
Green Gold Animation is repositioning Chhota Bheem from a screen-led entertainment property to a character rooted in everyday learning through a licensing collaboration with Faber-Castell India. The association introduces the animated character into student art and creative tools, marking a deliberate shift away from typical character merchandise toward products used within classrooms and learning routines.
The collaboration brings together Green Gold Animation and Faber-Castell India to create a curated range of Chhota Bheem–themed student products, including watercolour cakes, wax crayons, sketch pens, poster colours, oil pastels, and creative kits. For Faber-Castell India, the initiative represents its first licensed character association in the country, while for Green Gold Animation, it reflects a longer-term strategy to embed its flagship IP into children’s daily learning environments.
Rather than positioning Chhota Bheem as a collectible or entertainment-driven product, the partnership focuses on creativity as a functional, recurring activity. By aligning with student art tools, the character becomes part of how children draw, colour, and explore ideas, activities that are already integral to early education. The approach signals a move toward purpose-led licensing, where brand presence is built through utility and repetition rather than novelty.
According to Rajiv Chilaka, the collaboration reflects how the character has evolved over time. From television and films to gaming and live experiences, Chhota Bheem has expanded across multiple formats. Placing the character within learning and creativity, he notes, allows the brand to participate in formative moments of childhood rather than remaining limited to entertainment consumption.
From Faber-Castell India’s perspective, the association is designed to strengthen engagement without compromising product integrity. Sonali Shah emphasises that the decision to work with a character was driven by cultural relevance and familiarity, particularly one that resonates strongly with Indian children. By pairing Chhota Bheem with trusted art materials, the brand aims to make creative expression more approachable while maintaining its established quality and safety standards.
The rollout will be supported through a combination of digital storytelling, retail-level activations, and creative usage demonstrations, allowing children and parents to engage with the products beyond packaging visuals. Both companies have indicated that additional categories may follow, suggesting that the collaboration is intended as a long-term extension rather than a one-off launch.
For Green Gold Animation, the partnership reinforces a broader effort to build Chhota Bheem as a multi-dimensional Indian IP, one that connects entertainment, education, and creativity. By entering classrooms through art supplies, the character’s presence becomes less about spectacle and more about participation, reflecting how licensing strategies around children’s brands are gradually shifting toward everyday relevance.
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