NEWS
TOTAL LICENSING
PRINCESS KEY TO DCP CHINA STRATEGY
Guenther Hake, head of Disney Con- core values of this franchise resonate for the classic Princess films in China-
sumer Products in Greater China is so closely with many Chinese hearts ,” so we are releasing new home enter-
on a quest to make Disney Princess commented Guenther Hake. tainment offerings such as Platinum
the number 1 girl’s brand in China, A slew of Princess merchandise has Princess releases in local language and
making this bold declaration at already begun to appear on Chinese added premiums.”
the annual gathering of key retail shelves but what is different to “Snow White and the Seven Dwarfs
DCP licensees in Shang- previous Princess marketing campaigns was the first animated film to be
hai last November. and why would 2009 be any different shown in China back in 1937- so
Disney Princess is to an already crowded girls space? you could say Disney was the first
the fastest grow- “Disney Princess has always had a amongst princesses in China. All di-
ing Disney Con- strong presence in China- previously visions of the business will be behind
sumer Prod- this Princess push and that is the key
ucts’ brand stand-out. TV remains a potent tool
with $4 billion in to reach new audiences and with the
worldwide retail support of state broadcaster CCTV-
sales, nearly universal Disney Princess Classics will be shown
brand awareness (95%) on the small screen where previously
with mums of kids ages 2 -5, $2.6 exposure had been limited”.
billion in box office revenue world- Localization is the key. Disney Prin-
wide for Disney Princess animated cess’ uniquely Far East feel didn’t
films and Cinderella & Ariel rank as come overnight. While successes for
‘top-of-mind’ favorite characters with the brand has seen a winning formula
girls ages 3-5 in unaided brand recog- in the US and Europe, the DCP team
nition studies. in China gained some unique insights
The genesis of the Disney Princess as to how the brand needed to reach
brand has been well documented. In little girls and their all important
2004, Consumer Products Chairman spending mothers.
Andy Mooney come about some re- “We discovered that the brand Disney
search that said little girls everywhere Princess had a surprisingly moderate
just didn’t want to be any princess, recognition in the marketplace, espe-
they wanted to be a Disney Princess.
running Princess Academy workshops
cially in tier 3 and 4 cities, and while
With the current Princess sales total-
and various other highly visible mar-
girls recognized who the individual
ing over $4billion China is the latest
keting initiatives to support the point
princesses were, they actually had
market to embrace the full force of
of sale- but what we are gearing up
trouble pronouncing the English of
the Princess marketing machine.
for in 2009 is a real shift in the way we
Disney Princess as a group. We quick-
“Disney Princess has seen a good base
market Princess. China has so far been
ly recognized this and our creative
in China - but in 2009 we really are
a ‘young market’ for Princess- meaning
teams devised the branding guideline
ramping up activities to ensure that
it hasn’t seen the kind of push we’ve
to be rolled out at the beginning of
they become THE favorite girls brand
seen elsewhere such as the UK and
2009- a fusion of the English with the
for little girls everywhere in China. The
the US. The heritage is not as strong
Chinese.” said Hake.
E-STORE DEAL FOR MARILYN
Legends Licensing, LLC has teamed up with high-end Internet e-store Artopia in a direct-to-consumer deal fea-
turing high-quality, fully customizable products featuring the single largest and most diverse collection of Marilyn
Monroe photographic images in the world. The site has gone live with extensive ongoing national consumer
advertising support, including OK Magazine and Star Magazine.
Shoppers will be able to fully customize a wide array of products with their own tag lines, allowing them to ex-
press their feelings about Monroe. Other customizable features include the choice of foils, glitters, and other
special transfer printing effects. The site will also include a fan site, news, and links to other relevant sites.
Gary Saal, director of licensing at Legends Licensing, said, “Artopia is in a class of its own when it comes to
Internet commerce. Their focus is on providing high-quality, retail-grade products to consumers, with a level of
personalization available nowhere else in the virtual domain. We are thrilled to be working with them!”
Products available at Artopia include an extensive selection of apparel, posters and prints, stationery items, pet
products, automotive, toys and games, home décor, gift and collectible products, and more. Over 40 apparel
items will be available for imprinting with Monroe images, which will be made available to consumers through
a staggered roll-out program.
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