Disney eyeing up bigger slice of boys' market

Marvel franchises, Cars, Toy Story and Tron among others can boost global retail sales, says Andy Mooney.
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Disney Consumer Products is looking to significantly build its market share within the key boys sector, with chairman Andy Mooney earmarking a number of properties to help it achieve this.

Speaking ahead of Licensing International next week, Mooney said that boys' merchandise would play a "prominent role" in DCP increasing its annual global retail sales over the next five years.

The firm's core strategy is to focus on newer brands targeting the demographic. These will include the Marvel franchises, Tron and the Disney Channel, plus Disney XD hit Phineas and Ferb.

There will also be continued support for six major franchises: Cars, Disney Fairies, Disney Princess, Mickey Mouse, Toy Story and Winnie the Pooh.

"Our brand is our strongest asset and there is no better time in history for licensees or retailers to be associated with Disney," said Mooney. "Our strong slate of boys properties are designed to capture this market in a very big way.

"The tremendous strength of the Cars franchise, coupled with the recent acquisition of Marvel, which appeals to older boys, puts us in an optimum position to increase our share of this segment."

Fiscal 2010 retail sales of Toy Story are expected to reach $2.4 billion, while the release of Cars 2 in June 2011 will be supported by hefty cross-company initiatives that are expected to dwarf DCP's Toy Story 3 retail sell-in. Cars was the highest grossing animated film in the US in 2006 and has generated $2 billion in annual global retail sales every year since then.

Meanwhile, Disney is laying the groundwork for a strong merchandise programme for Tron Legacy, while Marvel properties including Captain America, Thor and Iron Man are all key.

The licensing drive for Phineas and Ferb (main pic) will also be ramped up significantly.


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