Search form

Disney Plays at Licensing Show

Disney is unveiling a host of licensing programming for its preschool and boy line of properties.

"Parents have enjoyed Mickey and Pooh for years, and now a new generation of preschoolers are being introduced to these characters with a fresh CG-animated look. LITTLE EINSTEINS rounds out a very strong preschool block that blends entertainment with education," said Andy Mooney, chairman of Disney Consumer Products (DCP). "Retailers are also seeing potential in these shows and clearing shelf space based on the strength of Playhouse Disney as a preschool platform."

For the boy properties, Mooney added, "With the strength of our entertainment, we knew 2006 would be the year we became a power house boys player. Similar to DCP's girl's portfolio, which is the best in the industry, our boy's portfolio offers everything from the whimsical CARS and TOY STORY characters to the heroic rite of passage that is Power RANGERS for younger boys, to the cooler, more aspirational PIRATES OF THE CARIBBEAN brand for the older boy."

MICKEY MOUSE CLUBHOUSEMICKEY MOUSE CLUBHOUSE (MMCH) toys will launch this fall with all other product categories launching in spring 2007. The toy line from licensee, Character Direct, will feature interactivity and gadgets direct from the television series, as well as new technology and innovation. Name That Song Mickey is a key item in the line the product features a wireless piano combined with a soft Mickey plush that interactively teaches kids music through numbers.

LITTLE EINSTEINSThe show, which fosters creativity through music and art, began debuting around the world, most recently in Australia and New Zealand and will next launch in France, India and Taiwan. DCP will launch a broad cross-category assortment of product in spring 2007.

MY FRIENDS TIGGER AND POOHFinally, MY FRIENDS TIGGER AND POOH (MFTP) to premiere in spring 2007 will introduce a new generation of preschoolers to Winnie the Pooh and friends, as well as their new friends, Darby and her dog Buster, in contemporary 3D CG-animation. A licensing program is currently in development for mass and mid-tier retail distribution for spring 2008.

POWER RANGERS DCP kicked-off its year experiencing strong demand for Power Rangers action figures, its perennial boy's property, during the Holiday 05 season. In 2005, Power Rangers was ranked second in the action figure category behind STAR WARS, according to The NPD Group. Next year's theme will be called POWER RANGERS: OPERATION OVERDRIVE. POWER RANGERS airs more than 65 times each week in more than 40 territories worldwide, and continues to expand worldwide with successful launches in Italy, India and other countries this year.

Disney·Pixar's CARS DCP plans to expand and refresh product with new creative style guides for fall and beyond. Large retailers have already committed to CARS feature shops for the entire months of November and December to maximize the DVD release.

PIRATES OF THE CARIBBEAN With ongoing entertainment support, DCP is positioning PIRATES OF THE CARIBBEAN as an evergreen boys franchise, comparable in opportunity to its Disney Princess franchise for girls.

Since the audience for Pirates of the Caribbean is so broad, DCP looked to create innovative product and edgy creative designs for multiple consumers. Toy licensee, Zizzle's Black Pearl playset was already chosen for Toy Wishes "Hot Summer Toys" list, a high-end apparel and jewelry line tied into the current Pirates fashion trend will launch to specialty stores, and Disney Publishing developed the largest live-action publishing series ever including the latest novel, PIRATES OF THE CARIBBEAN: DEAD MAN'S CHEST (junior novel), on the NEW YORK TIMES children's best-seller list. PIRATES OF THE CARIBBEAN product will be featured in all key categories represented at major retailers worldwide.

TOY STORY Ten years from its initial release, the TOY STORY franchise continues to show growth at retailers like Target, which showed double-digit growth in TOY STORY merchandise sales this year. Additionally, TOY STORY is the bestselling boy's property at Disney Store North America, with new Buzz Lightyear and friends product in all key categories featured in more than 100 stores.

For more information, visit www.disneyconsumerproducts.com

Disney Consumer Products (DCP) is the business segment of The Walt Disney Co. that extends the Disney brand to merchandise ranging from apparel, toys, home décor and books to interactive games, food and beverages, stationery, electronics and animation art. This is accomplished through the work of DCP's various lines of business: Disney Toys, Disney Softlines, Disney Home, Disney Food, Health & Beauty, Disney Stationery, Disney Publishing, Buena Vista Games, Baby Einstein, the Muppets Holding Co. and Disney Shopping Inc.'s catalog and disneyshopping.com. The Disney Store, which debuted in 1987, also falls under DCP, through stores owned and operated by unaffiliated third parties under licensing agreements in North America and Japan, and wholly owned stores in Europe.

Rick DeMott's picture

Rick DeMott
Animation World Network
Creator of Rick's Flicks Picks

Tags