The merchandise has been designed, manufactured and marketed by Hot Muggs, and will be available at malls, bookstores, and concept shops in over 40 cities across the country. Cartoon characters-based merchandising market is expected to be in the region of Rs.300 crore. Hot Muggs plans to promote the merchandise through a multi-channel promotional campaign with emphasis on below-the-line activities and other promotional programs.

Mr.Rishi Jain, Managing Director - Hot Muggs, said, "The product class of Hot Muggs, the concept of entertainment, funkiness, adventure, adaptability has an ideal connect with Roadside Romeo. Characters such a Romeo - a small cute looking pet of a super rich human family, Laila - the hottest girl ever, Charlie Anna - the dreaded Don of the Slum, these characters lend themselves to being merchandised. We are upbeat about the fact that we not just offering a product or merchandise, but an object of desire that one would want to own."