Disney: Cars is a year-round opportunity for retail

Cars 2 is firm's largest toy line yet; DVD launches; Cars Land due to open in summer 2012.
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The Cars brand has established itself as one of Disney's top grossing franchises, the firm has revealed, with over 300 toys available for retail and a host of new activity launching in 2012.

The franchise took the top spot as property of the month in September, according to NPD figures. In addition to die-cast cars, remote control vehicles and other toys, the range also includes clothing, publishing, home décor and food and drink lines.

Disney will be supporting the brand with new content and consumer products in 2012.

Content developments include new Cars Toons shorts, which will feature as a bonus on Disney DVDs and in rotation on Disney Channel and Disney XD, as well as through other digital platforms. Some of the shorts will also debut in cinemas as a preview to other animated films.

"Not only have we continued to benefit from the popularity of Disney's core evergreen brands, but this year's big entertainment property, Disney/Pixar Cars 2, has gone from strength to strength, becoming our largest toy line yet with over 300 new toys - offering something for everyone and a year-round opportunity for retail," said Marianthi O'Dwyer, VP of merchandise licensing for The Walt Disney Company UK and Ireland.

To further cement the brand, Disney Parks and Resorts will open 12 acres of Cars Land in summer 2012, featuring three new attractions at Disney California Adventure.

O'Dwyer continued: "Since the release of the first film, over 200 million die-cast vehicles have been sold - that's enough to stretch from London to Tokyo - and with the launch of the Blu-Ray/DVD and a whole range of planned and potential new ranges on the cards, we are well on track to reaching the moon and back."

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