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Butlers: Wilhelm Josten, founder and managing director of Butlers GmbH & Co. KG:


“Last September we launched our very first Disney collection called ‘Butlers Disney’ starring Mickey Mouse. We wanted to create a collection that Mickey fans of every generation - adults as well as kids - are keen on. Our designers created over 150 items, including Mickey plates, mugs, bread boards, door mats and lots more - sometimes in a classic, vintage look, sometimes in a new, modern style but always a little bit different than usual. To promote the launch of the collection


our team travelled to Germany, Austria and Great Britain with Disney illustrator


Ulrich Schröder. We visited some Butlers stores, where Ulrich illustrated Disney characters - to the delight of our customers who waited patiently in line to get hold of their own real 'Ulrich Schröder' sketch. Disney trusted our vision from the beginning and supported us fully throughout. The collaboration between Disney - the global group - and us, a family business from Cologne, has been a great success for us. Since the launch we have sold more than 450,000 ‘Butlers Disney’ articles in over 150 Butlers stores in


Top:Wilhelm Josten, founder and managing director of Butlers, which has now has stores in the UK


as well as in mainland Europe. Above: There is a diversity of design


styles used in the Butlers wide range of Disney homewares and gift products.


Right: To add some extra theatre to the launch, Disney artist Ulrich Schröder, made appearances at Butlers stores, much to the delight of shoppers.


Tesco: David Wertheim, merchandise


director, UK clothing: “This year, Disney and Marvel have been at the heart of our character business. It perfectly targets our core customer and family, showcasing market leading product, great quality and best value for money. We have had the


strongest year ever - driven by new product such as our


Minnie Mouse onesie, Princess dress- up and new properties such as Jake the Never Land Pirates. We're really excited about our ranges for spring '13 - we have an


exclusive offer on Sofia the First and with the big releases such as Monsters and Planes - so 2013 will be the year of Disney and Marvel.”


Right: Minnie Mouse onesies have done exceptionally well for Tesco.


Sainsbury’s: John Carolan, head of


buying of childrenswear: “What Disney does so well is embrace the whole family - we do well with Winnie the Pooh on baby, Minnie on toddler, Mickey and the movie properties for schoolers and then the Marvel franchises, such as Spider-man and Avengers for older boys. And this width helps to inspire


loyalty among parents, hence the reason we have done so well with our Disney ‘shops within a shop’ and


gondola-end dedicated displays. This coming year is looking strong too with all the movie action - notably Monsters University and Planes.”


Above: John Carolan looking forward to a ‘Monsters’ year with Disney at Sainsbury’s. Left: Disney-dedicated gondola end displays as well as ‘shops within a shop’ concepts have scored well in Sainsbury’s.


A special max publishing 25 disney publication


nine European countries and our online shops in Great Britain, Germany, Austria and Spain. Furthermore, Disney supports us in distributing our collection through various other channels such as Disney stores and other retailers. Of course this is just the beginning of a long-term cooperation. In 2013 we are launching the next ‘Butlers Disney’ collection featuring Donald Duck in the lead role. And there is a lot more to come!”


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