Disney eyes up Jake success for 2012

Jake and the Never Land Pirates tops ratings on Disney Junior; toy line releasing in June.
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Disney UK's new pre-school animation, Jake and the Never Land Pirates, has got off to a strong start, notching up more than four million viewers on Disney Junior in the last quarter alone.

The second season is due to premiere on Disney Junior on April 16th, and will feature a number of celebrity guest voices including Sharon Osbourne and David Arquette.

In advance of its TV premiere, Peter Pan will make his first every appearance in the show in a special double episode called Peter Pan Returns on Friday March 30th. It will then be released on DVD on April 2nd.

To celebrate the launch, April is becoming Jake and the Never Land Pirates month in Disney Stores. The chain will be hosting free events inspired by the series and will feature crafting activities and an interactive showtime experience.

Children will be invited to take part in a themed in-store treasure hunt, learn to speak like real pirates and have their best pirate impression filmed for Disney Junior UK.

A new Fisher-Price range, including plush, role play and play-sets, will also be launched in Disney Stores in April ahead of its nationwide roll out to other retailers from June.

"Jake and the Never Land Pirates has built a huge global audience in less than a year since launch and we're incredibly excited about its potential across The Walt Disney Company," said Tricia Wilber, CMO, The Walt Disney Company EMEA and general manager, Disney Channels EMEA. "As with all Disney Junior series, its success is built on using great characters and storytelling to create a real emotional connection with its audience.

"Disney Store activity will deepen this connection by bringing to life the show's themes of role play, teamwork and adventure for kids around the country in a really fun, interactive way."

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