Kids play with advanced, high-tech toys and games and engage with official licensed products on a different level, demonstrating a shift in preference for the types of merchandise available. Children of the current generation favor video games and digital representations of characters over traditional toys. The digital revolution is having a significant impact and elevating the licensed merchandise market. And leading the race is MC Sid’s Epic Stuff’ that has taken the pop culture-inspired licensed merchandise market by storm.

Epic Stuff India, founded by Siddharth Sood aka MC SID—India’s first wedding rapper and comedy specialist—is the home of superheroes, with an ultimate collection of super cool officially licensed fan merchandise of Harry Potter, Friends TV show, Game of Thrones, Batman, Superman, Tom & Jerry, and much more. Epic Stuff is an official licensee of over 20 brands worldwide, offering a wide range of products such as apparel, accessories, home decor, stationery, and kitchen items.

In 2013, Sid began selling posters at college exhibitions. Sid founded Epic Stuff out of a desire to incorporate pop culture imagery and designs into everyday life. Sid’s experience in the pop culture media for over 15 years aided in bringing the concept of Epic Stuff to life.

“After traveling to New York City and falling in love with the energy of the Lower East side and Williamsburg specifically, the entrepreneur inside me took over. This little fascination led me to create the Epic Stuff store. It was my ‘Wake-Up Sid’ moment” said MC SID.

“Our goal is to translate pop culture essence into products that are as innovative and distinct as the licensed brand franchise itself.” We strive to provide the highest quality in officially licensed pop culture merchandise and give our customers the option of purchasing only authentic and high-quality products that reflect their passion for movies, television shows, and other popular culture entities. We create products that are an experiential extension of the brands that fans adore. “Epic Stuff currently has a strong distribution network with over 100 POSs across India and is recognized as the leader in merch design with superior quality products. Epic Stuff is a leading officially licensed pop culture merchandise brand in India, with sales increasing by 100 percent year on year over the last two years. Epic Stuff has become the largest seller of licensed pop culture products on Amazon India and Comic-Con India.

“We have overcome the challenges posed by COVID-19,” said MC SID. “We have renewed our focus on offline channels following COVID by making our products available in more than 500 stores across the country in the next six months.”

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