New Delhi, July 26 :    New Delhi, July 26:  Everyone loves a winner: when Devdas smashed all box-office records, it did more than just restore Bharat Shah's trampled image. Archies Greetings and Gifts has struck a deal with Bollywood's fallen impresario to look for spin-off merchandise sales from Devdas. The success of the Harry Potter movie had sparked off Pottermania all over the world; now Archies hopes to cash in on the Devdas craze. 'We have a tie-up with Bharat Shah to sell merchandise based on Devdas on an exclusive basis,' M.S. Narula, Archies GM (marketing) told The Telegraph. Narula is loath to give details of the commercial arrangement. However, he said the sales would actually feed off each other - sales of Archies products would serve as an indirect publicity for the film - and this was part of the overall business arrangement between Shah and Archies. Shah, who has been released on bail after spending almost a year in custody because of a string of revelations that linked him to Dubai-based underworld dons, has spent Rs 50 crore to make the movie and has been raking in the moolah from distribution rights. The Rs 82-crore Archies Greetings & Gifts Ltd will sell paper products-based Devdas merchandise through its 500 franchise outlets across 190 cities and over 20,000 retail outlets that stock its products. The products on offer include posters of Devdas, Paro and Chandramukhi in the personae of Shah Rukh Khan, Aishwarya Rai and Madhuri Dixit. It also has greeting cards developed on the movie theme for all kinds of regular occasions like birthdays and anniversaries. Special slam books have been developed by the company with the Devdas theme where children can write their personal details. A range of notepads has also been developed for college students with photographs of the Devdas stars. 'The products have been exceptionally well accepted in the market and we are getting repeat orders,' said Narula. He said the film is still running, and the company is expecting a very good overall response. Archies is also planning to strike a similar merchandising deal with the producers of Mujhse Dosti Karogey, the movie that features Hrithik Roshan, Kareena Kapoor and Rani Mukherjee. Archies had done similar deals in the past with Aamir Khan for Lagaan. But for Devdas, it is on a bigger scale, said Narula. 'The merchandise like the movie has been a hit,' he said, but refused to disclose the sales figures. Archies, which spearheaded the greeting cards culture in the country, also sells a range of soft toys, gifts and novelties, perfumes for 'boyz' and 'gals' as also music cassettes. In the past, the cassettes it has brought out includes non-film music cassettes of Indipop singer Anamika, and Palash Sen's group, Euphoria. 'We are not developing the music cassettes business any more,' said Narula. Speaking on the concept of such memorabilia, Narula said: 'People like to spend money to buy products they associate with a particular memory that they like to keep.' No wonder Archies is looking at more movie merchandising deals in the future.