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TI Cycles of India is eager to cash in on the pester power of children by presenting the cycle as an “exciting” toy.

Although the overall cycle market in the country is growing only at 2-3 per cent, the children’s cycles’ segment is growing at 15 per cent. “Children are more demanding these days and parents are also giving in to their demands. We see the cycle as an extension of the toy – something that children can interact with,” said Rajesh Mani, General Manager – Marketing and Retail.

The company has teamed up with television channel Nickelodeon to launch a range of cycles designed around two popular characters on Nickelodeon – Dora The Explorer and Ninja Hattori. Priced between Rs 6,900 and Rs 8,000, there are eight variants of bicycles and tricycles in this range targeted at the 2-8 year olds.

The cycles come with add-ons such as back-rest, back-packs, water bottles, trainer wheels, visors and electronic bells. The range will be available across the 200-odd BSA Hercules exclusive outlets in the country.

With the margins from mass market cycles thinning, the company is betting big on kids’, performance and premium cycles.

TI Cycles’ range of BSA Champ cycles are priced Rs 2,200-10,000. They contribute around 20 per cent of TI Cycles’ overall sales of Rs 1,200 crore.

The kids’ range will see a slew of initiatives in the coming months, said Mani.

TI Cycles recently launched an exclusive retail store for kids in Chennai. The company is also looking to build a campaign around two of its own characters – the BSA Champ Boy and BSA Champ Girl. The company has created adventure comic books around these characters, which are given away at the retail outlets. “We want to do more with our own creations,” said Mani.