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Disney: We’ve never had this much strength in pre-school
Toys based on TV shows present kids with a wide variety of play patterns, says firm’s UK VP of licensing by Dominic Sacco
DISNEY’S PRE-SCHOOL offering has never been this strong before. And the company says its wide variety of young children’s TV shows means it can produce a more versatile range of toys than usual, targeting boys and girls aged three to five.
Disney Junior pre-school programmes include Doc McStuffins, Jake and the Never Land Pirates, Mickey Mouse Clubhouse, and upcoming shows including Sofia the First, UK-produced Happy Hugglemonsters and Tales of Friendship with Winnie the Pooh.
The latter will be presented by comedian Robert Webb. Speaking to ToyNews at Brand Licensing Europe 2012, The Walt Disney Company’s VP and head of licensing and publishing for the UK and Ireland, Marianthi O’Dwyer, said: “I’ve been at Disney for 15 years and I don’t believe we’ve been in such a strong position in pre-school.
“It’s very exciting as it’s quite a competitive market, and seeing the licensing programmes coming through is fantastic for us. “This is the most pre-school properties we’ve had. And this is what I love about our portfolio: not only do we have some great shows, but they address the same demographics in different ways.
“Disney Channel has been good at bringing content in but never before in a way that links to play patterns so strongly, to make it possible for us to have merchandise and toys with most of the key play patterns.” “We’ve never had that kind of pre- school strength ever before.” O’Dwyer also said that Mickey Mouse Clubhouse has become
O’Dwyer says that Disney has the most pre- school properties it has ever had going into 2013. This includes new brand, Happy Hugglemonsters (pictured left)
Disney’s number one licensing franchise over the past few years, on the back of a ‘brilliant’ pre-school programme that includes both Mickey and Minnie. She even heard from some licensees that Minnie has overtaken Hello Kitty in a few ranges, in terms of sales. “Mickey and Minnie are going from strength to strength,” she continued. “Obviously it’s about having that heritage; we’ll continue to keep brands fresh while adding new properties.”
Disney: 020 8222 1000 VTech reveals new kids tablet
VTECH HAS unveiled details of a new kids tablet, aimed at pre-schoolers. The company’s first children’s tablet,
InnoTab, was aimed at kids aged four and up and was one of the top sellers of 2012. Now the electronic learning specialist is targeting tech-conscious parents of toddlers with this product, titled ‘My 1st Tablet’. Aimed at children aged from two years, the introductory tablet has a backlit LED screen, with 12 activities designed to aid number and letter learning.
My 1st Tablet will be available in both blue and pink in early 2013. The firm is playing its cards close to its chest, but the product is likely to benefit from a heavyweight marketing campaign. “Touch technology is becoming more and more ingrained into everyday life,” said Clive Richardson, marketing director at VTech. “VTech is known for harnessing adult technology and introducing it to children in a fun and educational format.” VTech: 01235 555545