Viacom18 Consumer Products Inks Deal for MTV Clothing Collection

Viacom18 Consumer Products has signed a deal with Point Cove—California Clothing Company for an exclusive MTV apparel collection for kids ages 3 to 14.

With the theme of “play, pause, rewind,” the collection features MTV imagery, bold graphics and bright colors. It will be available on the Ajio website and at over 500 Reliance retail stores, including Trends and Trends Junior, across India.

“We are delighted to partner with Point Cove and introduce MTV’s first-ever kids’ collection in India,” said Sachin Puntambekar, business head of consumer products at Viacom18. “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.”

Nitin Sehgal, senior VP and chief merchandising officer at Reliance Retail, Fashion & Lifestyle, added, “We are happy to launch our licensed collaboration range, MTV X POINT COVE. This enhances our licensing partnership with Viacom18 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.”