Disney Strives to Target Boys

Andy Mooney, chairman of Disney Consumer Products (DCP), last week announced DCP’s new goal to significantly increase annual global retail sales of Disney and Marvel licensed merchandise within the next five years, with boys’ merchandise playing a prominent role.

DCP’s core strategy is to focus on newer properties targeting the boys’ market, including Marvel franchises, TRON, and the Disney Channel and Disney XD series Phineas and Ferb.

The upcoming release of Cars 2 in June 2011 will be supported with cross-company initiatives that are expected to exceed Toy Story 3 retail sell-in. Cars Toons, the series of shorts airing on Disney Channel, has provided fresh merchandising themes for incremental retail programs globally.

The acquisition of Marvel and its properties, including Captain America, Iron Man, and Thor, gives DCP an opportunity to reach older boys and enhance its overall marketing and growth efforts. The core Marvel management team will continue to run Marvel’s domestic brand in New York and will collaborate with DCP’s domestic team on select synergistic opportunities. Disney Store and DisneyStore.com began selling Marvel-licensed products this year with the release of Iron Man 2 and will continue throughout the year and into 2011.

A full line of Phineas and Ferb merchandise will be available this summer, including skateboards, action figures, and an assortment of toys and playthings. Additionally, DisneyStore.com now lets consumers create personalized Phineas and Ferb merchandise.

About the author

Christina Edwards

Christina Edwards

Summer 2010 intern for The Toy Book/Specialty Toys & Gifts