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DISNEY CHANNELS


Above: Doc McStuffi ns is proving a big hit with preschoolers. continued from page 125


devices. Armed with this knowledge we deliver content that really engages the audiences and gets performance ratings. At that stage then the audience wants to consume that content on many different platforms, but fi rst you have to get the content right; you can’t do it the other way around.” Back in May 2011


Disney re-branded its Disney Junior YouTube channel and built an integrated Disney Junior website. Content is also be available across VOD platforms and a Disney Junior- branded page offers Electronic Sell Through on iTunes. At the time of the re-launch, Beth Gardiner, vice president of original programming and development for


Disney Junior EMEA commented: “We have listened to the wishes and


concerns of parents and developed our offering to ensure that we’re meeting their needs. We will keep the best of Playhouse Disney, while at the same time introducing new shows that appeal to our existing and loyal audience as well as developing continued on page 129


© Disney A Doctor In The House


Doc McStuffi ns is about a six-year old girl name Doc who communicates with and heals toys in her backyard clinic. The series highlights the importance of taking care of oneself and others, appealing to the nurturer in little girls. The series debuted on Disney Junior in October last year and is Disney Junior’s #1 series premiere with individuals 4+, kids 4-9 and kids 4-15. Doc McStuffins launched with record ratings on Disney Junior, watched by 3.5 million people in its fi rst eight weeks. The new Doc McStuffins product range has achieved similarly stellar results, making history at Disney Store online with phenomenal sales in its fi rst week alone and went on to become the store’s fastest selling new property for 2012, to the extent that additional stock had to be expedited in order to meet Christmas demand.


In the US, Doc McStuffins became the number one preschool series launch in cable TV history when it launched in North America in March last year. It’s now the number one TV series for


kids and the number 1 preschool channel for all viewers so it’s hardly surprising that a second series has already been green lit. in the UK products won’t really start to hit retail stores until summer 2013, aged 2-5 will include a comprehensive publishing programme encompassing picture books as well as


colouring and activity formats as well as a number of other


Above: Lambie


from Doc McStuffi ns TV show.


products which tap


into the brand attributes of wish fulfilment of toys coming to life together with


aspirational doctor play. Pic 6 please add in a number of pics of Doc McStuffins (from Archive) – it’s very successful.


Content Calendar • Series 2 launch and DVD release (Autumn/Winter 2013).


A SPECIAL MAX PUBLISHING 127 disney PUBLICATION 2013


Below: Doc McStuffi ns with other characters from the TV show.


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