DCP: Growth for core brands is 'major priority'

Samantha Loveday

By Samantha Loveday

June 3rd 2010 at 3:32PM
DCP: Growth for core brands is 'major priority'

Winnie the Pooh, Mickey Mouse, Fairies and Princess to all benefit from renewed focus.

It may be eyeing extra growth from the boys' sector, but Disney Consumer Products' chairman Andy Mooney has said that its core brands will still remain a 'major priority' across all lines of business.

Mickey Mouse remains the firm's largest franchise, with products inspired by the character reaching all age groups and consumer demographics.

Beginning in the autumn, high-end designers like Dolce and Gabbana, fast fashion firm Uniqlo in Japan and key apparel retailers in the US will offer a number of new collections.

Minnie Mouse will also emerge in new ways at retail in the US, Japan and Europe, with a merchandise programme being revealed shortly.

Evergreen core franchise Winnie the Pooh will be given a boost with the release of a new film on July 15th 2011, while at retail a number of new initiatives are being planned, including an all-new Disney Baby collection.

Disney Princess and Disney Fairies, meanwhile, generate combined retail sales of $5.3 billion.

Disney Princess is the top girls' brand worldwide for two to six year-olds with $4 billion in global sales, while Disney Fairies - having enjoyed the introduction of Tinker Bell - has become a $1.3 billion business.

The release of The Princess and the Frog and the arrival of Princess Tiana gave the brand a further boost earlier this year, with Tiana becoming the number one best selling fashion dolls throughout the holidays in the US.

DCP's toy and stationery businesses have also enjoyed a healthy bump through the DVD release, with the sales figures continuing to grow.

DCP will continue to expand both the Princess and Fairies franchises with new theatrical releases and programmes anchored around Blu-ray/DVD launches, interactive games, books, music, theme parks and live entertainment.