Toonz Retail India Pvt Ltd is set to promote characters such as Dora, Sponge Bob, Ben 10 Ultimate Alien, Noddy and Animal Planet. The Company is the latest entrant in the Rs 50,000 crore children's merchandise industry in the country with its chain of 12 retail stores in Kerala and Bangalore. Presently, the Company has eight licences and is in talks for more. Toonz stores, launched in the last one month, currently stock around 1,000 SKUs across various segments such as apparel, furniture, accessories, shoes, stationery and toys. The children's merchandise market has a premium tag attached to it which Toonz does not choose to opt for.