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and continues to perform exceptionally well as an individual character too. Now officially the favourite in the UK with little girls, Rapunzel was the first Disney Princess to appear in a CGI film, but appears as a traditionally-animated design when appearing on merchandise and branding alongside her fellow Disney Princesses. “Disney Princess


merchandise is as popular as ever,” Kerry continued, “it is currently the second biggest fashion doll property in the UK, which is fantastic.” In fact, Disney Princess fashion dolls have sold over 750,000 units in the past 12 months alone. The Disney Princess magazine also remains the best-selling title for girls four to five in the UK, with a circulation exceeding 65,000 every fortnight. “With so much interest in the Disney


Princesses over the past year we have even more activity planned across the company in 2013,” said Kerry. “We have a really exciting content support plan, but more significantly we have developed a plan which reaches across the whole of the company. We've built up some great positive momentum for the characters, and want to make sure that continues well into next year. We're keeping each Disney Princess relevant by taking the


group activity and breaking it down to focus on the individual characters one by one.” This year Disney will be


focusing on each Disney Princess in turn, highlighting their core qualities and stories to create engaging


consumer


Princess Power


l Disney Princess is the number two purchased character merchandise among girls up to seven years old since October 2011.


l Most purchased franchise among girls between four and five within home entertainment and publishing.


l Most purchased franchise among girls six and eight within toys, home entertainment and apparel.


lNumber one magazine in the primary girls’ sector. l Most liked character among


parents of girls under the age of seven.


connections. “We will be leveraging existing and new content to maximise year-round opportunities,” explained Kerry. “Each month we'll be focusing on a different


individual Princess, pulling


information on their key attributes from within the


company and working on relevant retail and cross-category promotions.” The plan centres on bringing a different individual princess front of mind to consumers each month and supporting this focus with existing content, communications and marketing as well as retail presence and promotions. “For example, in September Ariel will be the Princess of the Month. As content support we’ll release the Little Mermaid Blu-ray and DVD (which has been unavailable at retail for the last three years) and have in-store


Action Plan To fully maximise the Disney Princess franchise in 2013, Disney will:


l Leverage the content opportunities supporting the individual Disney Princess stories.


l Pro-actively support the core Disney Princess business with marketing and retail initiatives.


l Refresh product ranges and transition to the new character art for all of the princesses.


Far left: (Top to bottom) Rapunzel, Cinderella and Belle. Above left: Jasmine. Left: Aurora.


lDisney Princess accounts for almost 25% of The Disney Store full price sales. l Over 11 million unique visitors to the website in the last 12 months.


A SPECIAL MAX PUBLISHING


47


disney PUBLICATION 2013


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