And Scooby-Doo, Popeye, Flintstones, Bugs Bunny and Dino are not just a bunch of jokers, but money-spinning stars in their own right.

The time is not far when an Indian corporate will readily dole out more than what Shah Rukh Khan got for his latest blockbuster -- all to merely borrow one of those zany toons for a year. Welcome to the world of "promotional licensing" of cartoon characters.

It is a multi-million dollar cast already, or so says Christine Fellowes, vice president Asia Pacific, regional brand management for Cartoon Network, a part of Turner Entertainment Networks Asia Inc, a Time Warner Company. The figures are a closely guarded secret... but for allyou might know Tom and Jerry may be making more money than Whoopi Goldberg.

"In India too we will work both on the air and on the ground," Fellowes says. This is part of Cartoon Network's new non-television business strategy. "By December, 1999, our revenues in India from promotional licensing will be more than what we make from advertisements aired on the channel," she says.

A start has already been made. In December last year and again last month the channel had licensed out four of its popular characters in the form of tattoos with every pack of Cadbury Gems. And this summer Hindustan Lever Ltd's new Max range of ice-creams will be touted by cartoon characters in ground events to be held in amusement parks across the country. And this is only the start.

"Nestle, Cadbury, Johnson & Johnson, Kelloggs, Intel, Hajmola, Big Babool, Action Shoes all advertise on our channel. All of them are potential promotional licensing partners," Fellowes says.

But for a lady who makes a living selling cartoons,Fellowes is choosy about her buyers. "We will ensure that our cartoons endorse good quality products which enjoy market leadership. Doing this is also important for the career of the cartoons," she says seriously.

And she comes up with some interesting lines too. "We are in the intellectual property business," she says matter-of-factly. By the time it takes you to accept cartoons as intellectual property, pat comes her second smash: "We look at ourselves as talent agents managing stars in Hollywood."

But cartoons are different from Hollywood and Bollywood stars. Popeye doesn't get drunk like the Rajnikanth of olden days, Cha Cha doesn't put on weight like a Juhi Chawla and Scooby Doo doesn't have to juggle his shoots like a Shah Rukh. And yes, cartoons are not susceptible to mood swings!

But are we going to see swadeshi cartoons on the channel soon? The answer is no. "Humour is a global language and our themes like friendship, good versus bad, rivalry between siblings are common everywhere,"Fellowes says. "We think global, but act local," she adds. Cartoon Network, however, has special packages for local festivals and events.

On the future of toons in Indian advertising, Fellowes says: "Unlike conventional advertisements, promotional licensing will have an immediate and measurable impact on sales." For example, she claims that the rush for the toon tattoos led to an increase in the sales of Cadbury Gems. So if you are a corporate scouting for a star to promote your product, why not try Scooby instead of Sachin?