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DCP targets US$50 billion by 2015

Andy Mooney, chairman of Disney Consumer Products, told attendees at DCP's first virtual press briefing yesterday that DCP is aiming to annually generate US$50 billion in retail sales within the next five years, in effect doubling the US$27 billion in retail sales made in 2009.
June 3, 2010

Andy Mooney, chairman of Disney Consumer Products, told attendees at DCP’s first virtual press briefing yesterday that DCP is aiming to annually generate US$50 billion in retail sales within the next five years, in effect doubling the US$27 billion in retail sales made in 2009.

‘Given the challenges of the recession in 2009, Disney gained market share in multiple categories once again,’ said Mooney.

Mooney lauded Disney’s newest franchise The Princess and the Frog, saying it helped boost the company’s DVD and licensing business through strong toy and stationery sales. As well, Tim Burton’s Alice in Wonderland grossed more than US$1 billion in related merch sales around the globe – a figure that indicates it will be a successful perennial franchise, Mooney believes.

‘We expect to see Alice in Wonderland returning for annual retail events every spring as does another Tim Burton classic, The Nightmare Before Christmas, does every fall,’ he said.

Looking forward, DCP is banking on the release of Toy Story 3 in a few weeks, predicting that global retail sales will generate upwards of US$2.4 billion this year.

‘Our goal is to sustain Toy Story revenues past the DVD release as an evergreen franchise in our core portfolio,’ Mooney said. ‘We are very excited to announce that the company is working on Toy Story short-form content plan similar to Car Toons.’

On the retail front, Mooney mentioned the new store concept that will be unveiled this fall at the flagship Disney Store Times Square location that will roll out in more than 300 outlets in US and Europe over the next few years.

Mooney also stated DCP’s commitment to expanding its retail accounts across the globe with targeted programs for club, drug, grocery and value retailers as well as refocusing the company’s e-commerce strategy.

‘We intend to grow business through pure-play e-tailers like Amazon and through the e-commerce storefronts of our key accounts,’ Mooney said.

To further reach its US$50 billion goal, DCP will focus in on expand its market share of the boys demo, utilizing the acquisition of Marvel earlier this year and new boys-skewing IP like Tron and Phineas and Ferb.

‘For us to reach our US$50 billion goal, we will need to evolve our organization, expand our skills and constantly refine our approach,’ he said.

About The Author
Gary Rusak is a freelance writer based in Toronto. He has covered the kids entertainment industry for the last decade with a special interest in licensing, retail and consumer products. You can reach him at garyrusak@gmail.com

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