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Retailer Feedback


BHS: Caroline Scott, senior buyer children's


nightwear:


"Disney/Marvel is our biggest license character at BHS. The properties they cover have great family values and are well loved and known across all ages. We have had great success with Spiderman and Minnie has been especially strong for the girls. We had a special Disney focus within BHS nightwear during November and December with supporting signage and mannequins."


targeted e-mails and social media


activity. It made a real impact, got great feedback from stores and customers a like and this translated into sales, giving us a great start to our Christmas trading. Mickey, Minnie and Disney Princess


continue to be key licences for Argos within the Disney portfolio, Minnie and Princess featured in our Top Toys list for Christmas 2012. Following a successful launch on Avengers earlier on this year,


Below: BHS' Disney event which took place last Autumn.


Above: One of the Disney product displays in Argos.


which saw Argos secure strong market share, we are anticipating exciting things from new ranges such as Iron Man. We have also seen some promising


sales from new franchises such as Jake and the Never Land Pirates and we are dedicated to continuing to position ourselves as a go-to destination for Disney shoppers.”


The Entertainer: Rebecca Rees, marketing manager: “Disney produces evergreen brands that are widely recognised and desired. For us the boys’ action concepts under the Marvel licence are key because it’s an area in which we are particularly strong, with children coming in searching for the character they want to collect. The Avengers movie was a great


success and really drove toy sales. We always over perform in the boys action concepts and this was no exception. The Spiderman and Avengers action and role play ranges from Hasbro were ‘stand out’


in 2012 with some great products being launched. We worked with Disney and Hasbro to produce an Avengers window display and in store end cap which gave the range a great presence in store. On the girls’ front, Disney Princess and Minnie also had a


strong year last year within our stores. Promotions are an important part of our offer. We


worked with Disney and Tomy on a Winnie the Pooh book giveaway in a newspaper promotion. At the same time we did 25% off the range in store. It drove fantastic footfall and had a great impact on our Winnie the Pooh sales. This year, we are looking forward to working with Disney on Monsters University and have


Above: The Entertainer worked with Disney and Hasbro to produce an Avengers window and in store end cap, which gave the franchise a great presence in store. Above left: Rebecca Rees.


some exciting plans for the Summer launch. Iron Man 3 and Ultimate Spiderman from the Marvel portfolio are also key brands we will be working on with Hasbro and Disney in the coming year.


And, with the launch of the next two 3D installments of the Star Wars Saga, we are looking forwards to seeing how Disney and Lucas combine and join forces (no pun intended!)”


A special max publishing


31


disney publication


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