UNIVERSAL MUSIC IN ASSOCIATION WITH CARTAMUNDI PROUDLY ANNOUNCE THE LAUNCH OF ‘STAR TRAX’, MUSIC GAMING CARDS FOR KIDS
As a unique way of reaching out to music lovers and making their favorite music available to them, leading music label, Universal Music India has tied up with the largest card manufacturers in India, Cartamundi to create music gaming cards, ‘Star Trax’.
Established in 1955, Parksons is the pioneer in Playing Cards Manufacturing in India. To fulfil Indian & Asian customer’s needs of providing high quality products, they entered a joint venture with world’s best & largest Card games company, namely “Cartamundi” of Belgium. Thanks to their long-term experience and specialist knowledge, they are able to continuously develop innovative playing cards and card games to further expand the range.
‘Star Trax’ are artist based cards which are available at over 20 thousand retail locations across the country at toy shops, retail stores and online stores. This pioneering initiative is aimed at engaging the youth and increasing accessibility to their favorite music in a dynamic and appealing medium. The cards offer information about international music artists, free downloads and a built in game for the youth to engage with.
Speaking on the occasion, Devraj’s Quote said “Star Trax is a generation defining product for young music lovers to discover and collect the coolest music in the world. This initiative was the result of a clear white space we saw in the gaming and collectible cards business. As music is the most portable form of entertainment, we want the youth to engage beyond just a physical. That is why we have bundled these cards with free downloads and prizes which no other card in the market can offer them. If you are crazy enough to want artists like Priyanka Chopra, Justin Beiber or Rihanna at your finger tips, then this product is for you. This product will be available in more than 20,000 retailer counters across India.”
Music has evolved into one of the the most portable forms of entertainment today and ‘Star Trax’ takes the average music experience on to a whole new level as it creates a direct connect between the artist and the fan. Not only does it offer information about international music artists, it also offers free downloads thereby creating a way for audiences to consume and enjoy their favorite music. The cards will also feature contests wherein one can meet and hang out with their favorite music stars.
Priced at a reasonable INR 25 for 5 cards, users can collect and trade the cards that also offer built in games to engage the youth at which this venture is specifically targeted.
Kapil Kejriwal, Executive Director of ‘Parksons Cartamundi’, says, “We are delighted to partner with Universal to bring this innovative and exciting product for our young patrons. The joy of music will now be experienced through trading cards. Special cards which shall enable downloading of songs on mobile devices will drive this product. We shall continue to evolve by introducing technology in traditional game play.”
The playing cards market in India is sizeable with over 40 crore cards sold in India last year. Parksons Cartamundi is the largest card manufacturers in India and together with Universal Music who has a global deal with them for music cards, they have devised a unique marketing campaign to acquire consumers and reach out to their target audience. The cards will be launched with attractive offers such as a contest where users can win INR 5000 as pocket money every day, iPad minis, play stations and an opportunity to have kids take their whole family to Disneyland.