After launching Bade Chhote and Bheegi Billi T-shirts in collaboration with Tantra, 9X Media has now tied up with MadRat Games to release a series of board games. The games which are targeted at the 10-25 year age group, are priced at Rs 225. MadRat Games has incorporated 9XM characters in its innovative version of The Bakwaas Game, Losers and Ladders, Twist-tac-Toe and Who's the Most Popular games created by the company. Fans can buy these games at over 1000 retail stores across India, including Shoppers Stop, Mom & me and Beanstalk, and online at Flipkart.com. Kapil Sharma, VP, Marketing, 9XM, commented on the association, “We started L&M as a marketing vehicle to take our animated characters Bade-Chhote and Bheegi Billi on to retail platforms. Within the next two-three years, we might look at it from the revenues stream perspective." The channel's first association was with Tantra aimed to launch a special range of T-shirts. These T-shirts featured Bade and Chhote of Bakwaas Band Kar fame and had messages and themes which reflected their personality. Over 70 per cent of the total manufactured T-shirts were sold. The channel might look at tying up with Tantra again. The network looks forward to seeking additional partners in categories such as back to school products as well as office stationery. "We are also constantly seeking out varied and innovative product extensions that match our brand identity," adds Sharma.