The listing on Nykaa Fashion comes as Cookie Pookie looks to strengthen its position in India's kidswear market.
The showcase marks the second collaboration between R|Elan and HUEMN at the fashion platform and will also coincide with the unveiling of R|Elan’s renewed brand identity as the company enters its eighth year.
Under the agreement, TSIL will manage categories including apparel, bags, small leather goods, footwear, swimwear, caps, socks, and hosiery.
The comfort-tech brand, known for introducing SmartGRID technology in the Indian mattress market, offers a portfolio that includes mattresses, ergonomic chairs, recliners, sofas, pillows, mattress protectors, and other comfort products.
The launch was supported by a Hyderabad-focused campaign inspired by the city’s strong association with cinema and storytelling.
The campaign is aimed at a younger generation of consumers who prefer to chart their own path rather than follow convention.
The India launch is backed by ‘Eddie Set Go’, the brand’s debut campaign in the country.
As part of the agreement, the companies will introduce a new footwear collection, which is scheduled to launch in Fall 2027 through select retailers and online channels.
As part of the enhanced partnership, WildBrain CPLG will now oversee location-based entertainment initiatives for the Miraculous franchise across EMEA and APAC markets.
The latest collection builds on the partnership between the two brands and focuses on reinterpreting a traditional French footwear style through designs that reflect the identity of La Vache qui rit.
The new range was developed in partnership with Sweet Shop USA and Earthbound Brands and features a selection of chocolate products based on Drummond’s favourite flavours.
The campaign is also supported by in-store branding, branded Bisleri trucks across key markets, and promotions on digital and social media platforms.
The initiative encourages consumers to gift the Care Box to their mothers as part of a campaign centred around everyday acts of care and appreciation.
The collection is designed to cater to demand among younger consumers and collectors, including Gen Z audiences.
The model will include a nationwide network of physical stores, a dedicated e-commerce platform, and presence across key online marketplaces.
The campaign strategy focused on aligning brand partnerships, creator engagement, and digital advertising to maximise reach during the Valentine’s Week period.
The event was held at Magnolia Bakery in Bandra, where the collaboration combined Nexxus New York’s magnolia-infused hair care range with Magnolia Bakery’s dessert offerings.
The collaboration marks the first major streetwear initiative between the two companies as they work to build a lifestyle-driven category for younger audiences.
Both companies stated that sustainability should not be limited to specific categories such as clothing or travel, but should extend across lifestyle choices.
The collaboration marks a strategic move to blend data-led design with fashion brand equity, targeting digitally engaged consumers seeking exclusive online launches.
Under the offer, customers can initiate a booking with 1,000 Fabcoins, which translates into a booking value of Rs 21,000.
The platform said the event represents a first for Indian music, with DIVINE becoming the earliest homegrown artist to present a studio album to national audiences through an OTT premiere before its official release.
The streaming platform has partnered with brands across categories including apparel, accessories, toys, home goods, books and food and beverage to build what it describes as the most extensive range of products in the franchise’s history.
Explore By Industry
Copyright © 2009 - 2026 License India.