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Cars is...


• The number one claimed purchased character merchandise amongst UK boys up to the age of seven.


• The most watched movie among boys up to three years old. • The most purchased franchise within toys, food and home entertainment for boys between two and three years old.


• The most purchased franchise across food, home entertainment, publishing and stationery amongst boys four and five.


• The most purchased franchise across food, home entertainment, publishing and stationery amongst boys six and eight.


• The most received character merchandise in the UK.


The newest content comes in the form of


further Cars Toons – short animated films which have been running since 2008 and which are shown online, on television, as extras on DVDs/Blu-rays and as theatrical shorts. Eleven episodes have been produced so far, and the first of a new slate of Cars Racing Toons will debut in spring/summer 2013, providing strong reach and frequency while continuing to drive awareness within the target audience (boys aged between two and six). They will also be available to free- to-air broadcasters, extending the reach to the widest possible audience. “Cars product


development continues to be a focus for The Walt Disney Company,” explained Kerry, “ensuring that we refresh the most successful lines while also introducing new and innovative lines. The Cars creative art for licensing will be refreshed to provide a new look at retail, with the Hot Rod-styleguide in autumn/winter 2013. The new Silver Racer Series will be an important product refresh in spring/summer 2013 to further drive collectability, particularly of Mattel's die-cast cars.” The Silver Racer Series programme will be launching in March 2013, where a combined content, product and marketing campaign will see the loveable Cars characters refreshed with a new silver look. Kerry explained why this is a significant move and


promotional opportunity for this franchise, saying that: “Regularly refreshed design programmes and product ranges are part of what secures our position as the market leaders across this play pattern. By activating Cars at retail through new product ranges, we are able to leverage existing and new content and initiatives,


Content Calendar


keeping Cars relevant and exciting to young boys from one generation to the next.” As expected, Disney is already working hard


to ensure a level of cross-category support to engage its fans across all areas, including the Disney Channel, publishing and online. “Our publishing team has created a really fun back story,” said Kerry, “which will feature in the Cars magazine and provide support to the new silver branding. And it won't just be a toy range either; the new silver look will feature across everything from apparel to stationery.” As part of Disney's


ongoing consumer insights work, the team speaks to


A special max publishing 67 disney publication 2013


• Silver Series launch (March 2013) • New racing toon (June 2013) • Two new racing toons (September 2013)


children constantly, and the new Silver Series look is expected to appeal to the top end of the target age group. “We know, from talking to the kids, that there are still quite high levels of appeal for boys aged between six and eight-years-old, even though our core target is two to six. These older boys are still mentioning Cars as being an important part of their lives, so we need to make sure we provide for those children that have grown up with the characters as well. Cars 2 appealed to a slightly older age group than the first film, and we still find that Lightning McQueen and the others are the most liked character among parents of boys up to the age of seven.”


The primary objective for the Cars


franchise in 2013 is to maintain its presence at retail, ensuring that it remains front of mind for young boys and their parents. An increased level of company support – and spend – also shows how committed Disney is to driving this franchise forward.


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