STAR L

Mumbai, Apr 3 (UNI) Archie Entertainment, the owner of the world's most renowned Comic Book brand, today announced the appointment of Star India's License and Merchandising Division (STAR L&M), to exclusively represent the Archie property in India.

The two companies will jointly develop plans to increase Archie's publishing, television, and home entertainment presence in India.

They will launch innovative new products in the apparel and accessories, social expressions, school supplies and home furnishing categories targeting teens and tweens based on the Archie characters, a company statement here today said.

In India to announce the deal, Mr Steve Herman, President of Archie Entertainment said, ''The appeal of Archie and his Riverdale friends is timeless and commands a larger fan base than ever before, making Archie an evergreen brand that licensees can truly build a business upon.'' Mr Ajay Vidyasagar, Executive Vice President, Star said, ''We are very happy to associate with a property that has such positive family values and the kind of cross-over appeal that can connect easily with Indian kids and parents. STAR and its L&M partners see immense opportunity and share Steve's vision of making India the star of the Archie business map.'' Archie Entertainment celebrated its 65th anniversary last year.

The Archie characters first appeared in an Archie comic book published in 1941. Today, Betty, Veronica, Archie, Jughead and friends remain a staple of entertainment for readers the world over with timeless tales of the trials, tribulations and triumphs of the popular teenagers, the statement added.

UNI