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The timing of these launches was critical, as they were able to provide support for the most recent Fairies feature-length movie, which was released in cinemas across the UK on December 14th 2012. Launched for the first time in 3D, Tinker Bell and the Secret of the Wings is a winter-themed story which takes the audience to another season and another world within Pixie Hollow - the mysterious Winter Woods! It also introduces the delightful Periwinkle, a fairy with a magical connection to Tinker Bell. “Tinker Bell and the Secret of the


Wings was a great family Christmas movie,” said Justine. The release was supported by a


reach of content is by serialising movies and airing the results on television. “By splitting the films into three and making them


stories in their own right, we are able to create three 25-


minute specials,” explained Justine.


substantial marketing campaign touching every platform across the company. The cinema release will be


followed by the DVD/Blu- ray release, giving Disney a great opportunity to promote the Fairies around the Easter period and drive fashion, toy and other category product sales through all retail channels. One way of maximising the


“Having a good, varied mix of movies, specials, online content and new shorts really helps to keep the franchise relevant and fresh throughout the year.” It’s a successful strategy; the serialisation of the first three Disney Fairies movies reached nearly three million girls aged four and above, and outperformed Disney Junior’s average ratings across all demographics. By fully leveraging the launch of Tinker Bell and the Secret of the Wings and providing ongoing television and digital support to the franchise, the consumer products


programme is also a year- round activity. Primarily


targeting the six to nine year old ‘sweet


spot’, although it does expand beyond both ends of this age group, Fairies


merchandise focuses on fashion


and lifestyle elements. Justine explained; “To ensure that we have a strong presence wherever girls are shopping, we need to


Girls Go Online


Of the Disney Fairies target audience, 97% have used the internet (with 84% going online for almost an hour a day), 68% have used a mobile phone or smartphone (with 55% use them for 45 minutes per day) and 38% have used an iPad (32% for 39 minutes per day). “These are significant stats,” said Justine, “and we need to carve out a piece of that time for Fairies. Our refreshed digital strategy will play a vital role in engaging this audience.”


A special max publishing


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disney publication 2013 ©Disney


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