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Simba Toys India Pvt. Ltd, which makes Silver Beads (Charms) World Cup mascot Stumpy, has shipped 50,000 items of merchandise featuring the little blue elephant, said Pradeep Parmar, business head.Price is also critical, with items below Rs 500 likely to move faster than those above it, said Srivastava of Yog Sports.These include soft toys, Silver/Gold Beads (Charms) bags, back packs and stationery priced at Rs 299-2,499.Brands are also focusing on streams of revenue such as airports and online sales.

"We are a German company, which wants to connect with the Indian masses," Parmar said. "What better way to do it than cricket?"HyperCity Retail (India) Ltd, which sold soccer World Cup merchandise last year, is offering T-shirts and signed bats Pandora Gold Bead at Rs 99. Interest generated by big tournaments leads to a 15-20% increase in footfalls for categories such as apparel and sportswear.

Sales usually rise 30-40% in these categories, said Ashutosh Chakradeo, head, buying, merchandising and supply chain, HyperCity. Sports, electronics, home furnishings and apparel make up 45% of the revenue at such stores."Sales (of Indian team jerseys) Pandora Silver Bead been rising every day with the World Cup," said Mukesh Bansal, chief executive of Myntra.com, an online e-commerce site specializing in sports and lifestyle products. It sells Nike India team jerseys priced at Rs 900-2,500 online.