Iconic girls’ brand Minnie Mouse is currently enjoying a retro revival with licensed toy and product sales booming.
Disney says the classic cartoon character is over-performing across the board, from licensed kids’ toys to adult clothing.
“As a franchise it’s growing double digit,” Disney’s VP of toys and stationery, Anna Chapman, told Licensing.biz.
“Minnie Mouse has been around for years and years, and there is an absolute revival on all things Minnie.
“It’s really interesting as it is kind of the opposite to [other successful areas like] new technology, digital products, innovation or newness or movies or hype. All areas of licensing on Minnie have gone through the roof and I think her traditional styling is very iconic for a character and is really resonating with fashion currently.”
Disney says that retailers such as Argos are reporting that Minnie Mouse role-play items are among their top sellers, with licensed toys and fashion products also performing strongly.
The children’s giant believes the resurgence has occurred partly because Minnie Mouse’s iconic imagery has stood the test of time.
“I think it’s been that whole retro theme, I think it’s very distinctive,” added Chapman.
“The red and white spot is just very iconic. Two black ears and a spotty dress; you only have to say that and people will tell you what character it is before you mention anything else because it is that iconic.
“Minnie is extremely well known and is also very flexible for different ages. We can take Minnie from being very young to something much older and sophisticated, such as a doll range ‘inspired’ by Minnie.
“You’re also able to up-age it to appeal to adults as well which is a big part of our fashion business. We’ve done a lot of PR around Minnie on the catwalk and it’s a completely different look and feel.”
The doll range mentioned by Chapman is currently out in Spain, France and Italy, and is set for a UK launch next spring.
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