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Claire’s: Karen Booker, buying director, VP DMM


Accessories Division: “We currently sell Minnie and Disney Princess licensed product from Disney. It is the perfect fit for our customers and they really engage with our extensive product assortment of bags, accessories, jewellery and cosmetics. Claire's is the ultimate one stop shop for all accessories! Minnie in particular is a fantastic growth area for us, and we are very excited to be launching an exclusive range of Minnie in collaboration with Gogo


Philips and Disney this year. This will broaden the appeal of the brand as it lends itself to an older consumer. We have found that the Disney brands engage with all of our 15 European countries that we service at Claire's, and of course globally throughout our entire store base in North America, joint venture and franchises.”


Mothercare: Barbara Robinson, head of Miniclub:


“For me, ranging Disney characters for the preschool market have always been a no-brainer. They continue to be bankable options and deliver


consistently season after season, from Disney Princess to Toy Story (my personal favourite!), and all the classics in between. Aristocats and 101 Dalmatians have always worked fantastically well on sleepwear and underwear for us. They are easily recognisable and much-loved across the generations - ideal for purchases by mums and nans. With the


addition of the Marvel brands, Disney's mix of clothing licensed character represents around 27-30% for us in that sector. Minnie and Mickey have gone from


strength to strength over the last couple of years and offer that elusive quality of working on outerwear and accessories as well as on sleepwear and underwear. Minnie was the first choice for extending our Miniclub offer into licensed character and have planned in Minnie and Mickey Tshirts for spring/ summer '13 while


Baby Minnie and Baby Mickey pyjamas are being


developed for autumn/winter '13.”


Above: Barbara Robinson. Left: Both Mickey and Minnie are among the Disney characters that have gone from strength to strength for Mothercare.


Above left: Karen Booker. Left: One of the pieces of jewellery that appear as part of the new Go Disney range from Go Philips, which is exclusive to Claire’s.


Argos - Andrea Abbis, toys trading manager:


“Millions of UK consumers grew up with Disney, just as they did with Argos, making it a very obvious and rewarding partnership. Lots of Disney’s


Above: Andrea Abbis.


franchises appeal to


Argos customers and their families and we aim to maximise this by working closely together on product ranging, promotional activity and other new initiatives. Recently we have been working with Disney on increasing its online presence with Argos. We have the second most visited retail website in the UK and feature Disney through the character shops on our Kids World platform and by planning cross category promotions that showcase our breadth of range. Our decision to align the popular Disney Event with the launch of Argos’ Christmas Gift Guide meant that we could capitalise on the popularity of the Disney franchises as well as our increased footfall in store at this time of year. The event was supported with a product wall, TV advertising, a bespoke Disney flyer,


Continued on page 29 A special max publishing 27 disney publication


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