Pramara Promotions signs licensing, manufacturing pact with Sega Corporation to launch Sega products in India

Under the initial phase of the agreement, Pramara will introduce four licensed products in India under the popular “Crayon Shinchan” edition.

• Pramara to launch Sega's licensed products in India
• Initial rollout includes four Crayon Shinchan edition items
• Sega's original moulds to be relocated to India for production

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Promotional products and gift items maker, Pramara Promotions Limited has entered into a strategic licensing and manufacturing agreement with Japan-based entertainment major Sega Corporation to manufacture and launch licensed Sega products in the Indian retail market, the company said in a stock exchange filing on February 23.

Under the initial phase of the agreement, Pramara will introduce four licensed products in India under the popular “Crayon Shinchan” edition. The partnership also provides for a phased rollout of additional Sega-licensed products in the country, subject to mutual agreement and prevailing market conditions.

Sega, a globally recognized entertainment company with a group market capitalization of approximately $3.2 billion as of February 2026, owns and manages a portfolio of gaming and character intellectual property distributed across international markets.

As part of the arrangement, the products will be manufactured in India using original moulds owned by Sega. These moulds, currently held by Sega’s China-based supplier, will be relocated to India for domestic production. The move is expected to bolster Pramara’s manufacturing capabilities and support its strategy of strengthening its local production ecosystem.

The agreement adds internationally recognized intellectual property to Pramara’s portfolio and enhances its positioning within the licensed merchandise and organized retail toy segment in India.

The company said the collaboration aligns with its long-term strategy of expanding its licensed character offerings and deepening engagement with global brand owners.

“We are pleased to collaborate with Sega Corporation to introduce licensed Sega products in the Indian market. This agreement reflects our continued focus on strengthening our licensed portfolio and expanding our manufacturing capabilities in India,” said Rohit Lamba, Chairman and Managing Director of Pramara Promotions Limited.

The partnership marks a significant step in Pramara’s efforts to scale its presence in India’s character-driven consumer products market, as demand for globally recognized intellectual property continues to grow in the country’s organized retail sector.