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DCP brings new content and product extensions to market

Ringing in global retail sales of US$30 billion in 2008, licensing giant Disney Consumer Products is aiming to grow marketshare via a slate of new initiatives unveiled at Licensing Show yesterday.
June 3, 2009

Ringing in global retail sales of US$30 billion in 2008, licensing giant Disney Consumer Products is aiming to grow marketshare via a slate of new initiatives unveiled at Licensing Show yesterday.

On the TV side, preschool property Handy Manny will get a boost from two prime-time specials that’ll debut this year and in 2010, along with a new 20-ep short-form series called Handy Manny’s School for Tools, slated to premiere in 2010. Tween sensation Hannah Montana, meanwhile, will return for a fourth season and will deal with the Stewarts moving out of their beach house in Malibu.

It’s no secret that the Toy Story franchise is getting its third installment next year, but DCP is readying a range of new merch to hit retail this fall, from light-up apparel and home décor to toy lines, including collectible figures and food, personal care, stationery and party items.

And what of its classic IPs, Mickey Mouse and Winnie the Pooh? DCP and Walt Disney Animation Studios have a new theatrical film in the works for spring 2011, Pooh’s first theatrical release since 2005. DCP is honing its merch strategy for the loveable bear to focus product ranges on infants and toddlers. Other Disney businesses will be developing Pooh-licensed content for a new generation.

As for Mickey and his friends, Disney has developed a global brand plan for Mickey, Minnie, Donald, Daisy, Goofy and Pluto to target consumers in all age demos. For preschoolers, Disney Channel is planning new eps and prime-time specials for Mickey Mouse Clubhouse along with new DVD titles. For older kids, the new Disney Have-A-Laugh initiative will showcase original Mickey cartoon shorts across a variety of platforms, including television, online and DVD this fall and DCP will reflect the humor and fun in related products.

Fashion is the key word for young adults and DCP is launching the global Mickey By program in 2010, which will center on Mickey’s iconic pose. Consumers will then be able to personalize product using Mickey By images through DisneyStore.com.

And finally, Walt Disney Studios Home Entertainment recently announced it will continue the adventures and success of Disney Fairies in a fifth installment, Tinker Bell: Race Through the Seasons (working title), which is currently in development.

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