The toy industry has seen percapita spending on toys double from 25 paise in 1994-95 to 50 paise in 1997-98. IIFT also predicts a 15 per cent increase in per capita spending every year. Now, Mewar wants a piece of the playpen action.First step: Little Tikes plans to tie up with at least two hotels in every metro. Already it has tied up with TajBengal and Radisson Fort in Calcutta, Taj and Oberoi in Mumbai, and Taj in Delhi. The idea is to attract resident guests and families -- who increasingly see a five-star hotel as a destination for family outings -- to the Little Tikes brand by setting up a children's corner in the hotel.``We're also setting up corners for the McDonald fast-food chain where we provide playing facilities for children,'' says Mewar. Little Tikes has clinched promotional alliances with all of six McDonald restaurants in Mumbai and two in Delhi. Last fortnight, Little Tike tied-up with the tony PVR multiplex in Delhi, where it has acquired an exclusive space and will soon be involved in the sponsoring of children-specific movies. With a portfolio of over 220 toys, furniture and playground equipment, the Little Tikes' price range starts from Rs 100.Little Tike is also planning to introduce toys based on a popular Disney character Winnie the Pooh in September this year, following the character's recent acquisition in the US. ``We'reintroducing special summer toys like water sprinklers and pools,'' says Mewar.

Since its launch in April 1998, the company has been focused on introducing interactive shop-in-shops in usually cluttered toy houses. ``We're getting franchisees from the toys as well as the kidswear industry,'' says Mewar.With a standardised decor in all its shops,Little Tikes has franchisee outlets at Adornica in Mumbai; U&I Store in New Delhi; and Devi Designers in Chennai. An outlet in Calcutta will be coming up soon, in line with the company's goal to be present in all metros and mini-metros withina year.As in other parts of the world, Little Tikes will not be using advertising to promote the brand -- but promotions will remain high in its marketing mix. On April 14 for example, it organised anevent called `The History of Music: Hollywood meets Bollywood' for tots between two andfour, in Mumbai.

Presently, it is building its database and enrolling buyers to its Little Tike Club who would be offered attractive schemesandbenefits.The US-based Little Tikes is a wholly-owned subsidiary of Rubbermaid Incorporated, and specialises in designing innovative, imaginative and bright coloured, non-gender biased products which stimulate the artistic ability of thechildren.