Disney UK announced today that its newest animation series for preschoolers, Doc McStuffins, has launched with record ratings on Disney Junior making it the channel’s number one series watched by 3.5 million people in just 8 weeks. Already green-lit for a second season produced by twice Oscar-nominated animation studio, Brown Bag Films in Dublin, Ireland, the UK success mirrors that in the US where the series became the number one preschool launch in cable TV history amongst adults and the top cable series amongst kids.
The new Doc McStuffins product range has achieved similarly stellar results, making history at Disney Store with phenomenal sales in its first week alone and went on to become the store’s fastest selling new property for 2012, to the extent that additional stock had to be expedited in order to meet Christmas demand. Both the Disney Junior UK and Disney Store Facebook pages were inundated with requests from parents about product availability pre-launch and November’s new range proved a huge hit both in store and online. Top sellers included the Doc McStuffins Talking Plush and the Lambie Mini Bean Bag, while dedicated family members stayed up through the night to be the first to order the Doctor’s Bag Set in time for Christmas.
The series, which models good health, hygiene, compassion, and nurturing for young children, follows a little Africa-American girl named Doc who can talk to the toy world, and help make them better. Not only a ratings hit, the show has hit a cultural nerve in the U.S., generating applause on parent blogs, Facebook and even in academia for its positive vocational message for African-American girls.
Viewer Dr. Myiesha Taylor, who watches the show with her four year-old, was moved to create an online collage featuring an image of Doc, encircled by photos of 131 black women who are Doc’s real life counterparts. “We are trailblazers,” Taylor proclaimed on her website. “We are women of colour. We are physicians. We ARE role-models. We are Doc McStuffins all grown up!” Parents on both sides of the Atlantic have taken to social networking sites, praising the series for helping to take the worry out of going to the doctor that so many young children experience.
Boel Ferguson, Vice President and General Manager, Disney Channels and Disney Online, UK & Ireland said: “The success of Doc McStuffins both here and the U.S., is testament to the fantastic storytelling and sensitive approach taken to highlighting what can be a daunting experience for our younger viewers when they visit the doctor. We hope that as parents and their children watch the show together, it opens up family dialogue about the importance of good health and compassion. Doc is an aspirational character and a unique female role model for our younger viewers, giving an insight into what is a fascinating and fulfilling career endeavour.”
Source: Disney Junior