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Lion opens first youngsters’ cinema in Thailand to spice up model recognition

Household product maker Lion Corp. has opened the first movie theater for children in Thailand, in collaboration with the largest local cinema complex operator, naming it after Lion’s own “Kodomo” brand for kids’ products to boost name recognition.

Lion recently launched Kodomo Kids Cinema with Major Cineplex Group Public Co. at Mega Bangna Shopping Mall in Bangna, in the east of Bangkok, aiming to attract children aged 5 to 12 along with their parents, according to the Japanese company.

The cinema offers 84 candy-colored seats, ranging in type from single seats to double sofa-beds, and also houses entertainment facilities such as a long slide and an indoor playground. Ticket prices are between 200 baht and 500 baht ($6.20-$15.50).

The cinema, located in a district with 31 international and elementary schools, is scheduled to show 20 movies this year — including one featuring Doraemon, the robotic cat from Japan’s popular cartoon series — while various events like fashion shows and drawing workshops are held, according to the local partner.

As part of efforts to increase Kodomo brand awareness among local consumers, Lion Corporation (Thailand) Ltd. is planning to spend at least 600 million baht on this year’s marketing campaign, 20 to 50 percent more than its normal annual budget for the purpose, according to Saipin Prajongpongphan, acting deputy business executive manager for personal care products.

Lion products under the brand range from toothpaste and toothbrushes to shampoo, with their sales accounting for about 15 to 20 percent of the total sales of the local arm — a joint venture between the Tokyo-based group and local consumer goods conglomerate Saha Group.

This year, the local unit has set an ambitious target of achieving 2 billion baht in Kodomo brand merchandise sales, a 20 percent gain from 2017, while the children’s product market in Southeast Asia’s second largest economy is expected to grow over 5 percent.

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