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The sweet side of Minnie Mouse really comes into its own with Disney's strengthened focus on the preschool girl market.


Mini Minnie D


isney's initiatives in support of Minnie are expanding rapidly, encouraging Mickey's leading lady to develop an identity in


her own right, with her own series of complementary shorts called Minnie Bow-Toons. Minnie’s Bow-Toons is a girl-focused


Content Calendar


•Minnie Bow-Toons season two – February 2013 •Minnie's Wizard of Dizz – March 2013 (special episode from season 4 of Mickey Mouse Clubhouse)


•Minnie Bow-Toons DVD – Spring 2013 •Minnie's Pet Salon – Autumn/Winter 2013


“The Mickey Mouse Clubhouse franchise is made up of Mickey Mouse and his friends including Minnie Mouse, who has emerged as a star in her own right over the past few years here in the UK.” Justine Finch, franchise marketing director of The Walt Disney Company UK and Ireland.


©Disney


show and aimed at a slightly older ago group than Mickey Mouse Clubhouse – although there’s a very natural overlap in appeal as well, as Justine Finch, franchise business director for The Walt Disney Company UK and Ireland explained. “While Mickey Mouse Clubhouse appeals to a mixed, preschool audience, Minnie’s Bow- Toons is perfect for girls who are that little bit older and starting to develop their own identity. We’re delighted with how well the show has been received.” The series sees Minnie Mouse showcasing her passion for fashion, with episodes featuring Minnie, along with her good friend Daisy, running a special bow-tique. The simple concept has proved to be a great success, Minnie’s Bow Toons has now reached 1.2 million kids 4-15 (period Jan-Nov 12) and the YouTube videos have accumulated nearly 94 million views in the UK.


A SPECIAL MAX PUBLISHING 63 disney PUBLICATION 2013 Awareness and affection for the


programme has grown over the past year and Minnie Mouse’s enduring appeal means that for girls aged between two and three (the sweet spot for Bow-Toons) Minnie Mouse is the most purchased licensed apparel franchise in the UK. The coming months will also see Minnie highlighted as the star of a number of extended content events, giving her even more time in the spotlight. The new content is already in


production, with an extra long episode of Mickey Mouse Clubhouse set in Minnie’s Pet Salon to be aired in the second part of 2013. “We believe this is a great opportunity to expand and refresh our ranges with new products inspired by the content, and it allows us to really appeal to young girls’ love for pets,” said Justine. A new Pet Salon-focused styleguide


will see pink polka dots and bows reigning supreme, while Disney will be tying content, product and retail together by launching a new Minnie Mouse logo in 2013 for everything targeted at the preschool audience. The new logo will appear on television, packaging and at retail, and will provide a new, fresh and iconic look.


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