Disney to Continue Expanding Retail Presence and Products

Disney Consumer Products (DCP) is set to release new product developments in each of its properties within the next year.

Disney Baby: Disney is investing in this property by creating a two-way dialogue with new moms on a digital platform, social media, product seeding and a loyalty program. The first Disney Baby concept store will open in fall 2012 at The Americana at Brand in Glendale, Calf.

Disney-Pixar Cars and Toy Story: The Cars franchise has generated global retail sales of more than $10 billion. Cars 2 retail merchandise began to roll out globally in mid-May and DCP will continue to support the franchise with a wide assortment of products next year. Cars Toons will be previewed before Cars 2 in movie theaters and will also be in heavy circulation on Disney Channel. Summer 2012 will mark the opening of “Cars Land,” a 12-acre stretch of new interactive entertainment development at Disney’s California Adventure. Toy Story will also be developed as Toy Story Toon along with Cars.

Mickey Mouse and Winnie The Pooh: One of Disney’s most popular characters, Mickey Mouse remains a top-selling franchise with projections set at $9 billion global retail sales for fiscal year 2011. Winnie The Pooh returns to the big screen in the U.S. next month with anticipated success due to positive sales from the European release earlier this year. The Winnie The Pooh: What’s A Bear To Do? Puzzle Book app has topped the sales charts for the iPhone and iPad in 12 countries.

Disney Princesses and Disney Fairies: After the back-to-back theatrical releases of two princess movies, The Princess and the Frog and Tangled, Disney is hosting several events and creating new content to keep up exposure. This fall, Rapunzel will officially be welcomed into the Disney Princess Royal Court in a special global celebration. In spring 2012, Rapunzel will marry her true love in a Disney animation special set to air on the Disney Channel. Beauty and the Beast will be re-released for a limited time in Disney Blu-Ray 3D.

Additionally, in fall 2012, Sophia the First will air on Disney Junior, targeting young girls who are a potential Disney Princess audience. Disney Fairies is also showing robust growth and DCP plans to expand through Disney Fairies digi-comics, plus a new special airing on Disney Channel. Moving into 2012, Disney Fairies will debut unified branding across the company.

TV Licensing: Next year, Disney Junior will become a 24-hour channel dedicated to preschool kids ages 2-7. DCP anticipates merchandise for new series Jake and the Never Land Pirates to hit retail stores next year. Disney Channel will be launching several new shows, including Shake It Up, A.N.T. Farm, and Madison High. The Shake It Up merchandising program will begin this back-to-school and holiday seasons, including a D-Signed fashion line exclusively at Target, a line of Shake It Up-branded merchandise at K-Mart, and a line of dolls from Mattel.

About the author

Erika Graham

Erika Graham

Summer 2011 intern for The Toy Book/Specialty Toys & Gifts