Mumbai: Viacom18 Consumer Products, the consumer merchandising and licensing arm of Viacom18, collaborates with Point Cove, California Clothing Company to introduce a playful range of apparel for kids aged 3-14 years.

This partnership marks a significant milestone, as MTV extends its iconic franchise into the kids’ portfolio for the very first time in India. Offering a collection that features bright and playful colours embodying the spirit of MTV, the officially licensed SS’23 collection will be available at a starting price of Rs 299 on Ajio.com and at over 500 Reliance Retail stores, including Trends and Trends Junior.

With the theme revolving around ‘Play, Pause, Rewind’, the collection brings together MTV’s quirky imagery, bold graphics, and vibrant colours with Point Cove's commitment to quality, comfort and impeccable craftsmanship to life.

Speaking on the launch of the MTV x Point Cove Kids collection, Viacom18, business head, Consumer Products, Sachin Puntambekar said, “We are delighted to partner with Point Cove and introduce MTV's first-ever kids' collection in India. This collaboration allows us to extend the magic of MTV to a younger generation. Together with Point Cove, we aim to give fans an exciting range of products that encapsulate the essence of MTV and express their fandom."

Reliance Retail CMO & senior VP,  Fashion & Lifestyle, Nitin Sehgal said, “We are happy to launch our licensed collaboration range, MTV X POINT COVE. This enhances our licensing partnership with Viacom 18 with a purpose to bring a differentiated assortment to customers. This curated and collaborated special edition is playful, vibrant and offers more than one reason to cheer for our fashion seeking young audience.”