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Content Calendar


• Eight new 11-minute episodes and two x 23-minute episodes (Q1) • New PSP game (Q1) • Season four launch (April 2013) • 'Animal Agent' tent pole episode and DVD (March) • Online gaming experience launch (January)


With a season four launch set for April, Phineas and Ferb looks set to build on its huge viewing figures – already ranked as a TV favourite for boys aged between six and eight.


some extensive research which will give an currently drilling down into the findings of Becki revealed that the Disney team is


even clearer picture of the fanbase of this extraordinary franchise. "There is a common


misconception that boys past the age of six aren't interested in merchandise, but our research shows that this simply isn't the case," she said. "Our findings confirm that 69% of boys aged six to 11 do still want to buy merchandise. We also found out where boys like to shop and we discovered that they like to purchase online as well as on the high street and in fashion and sports retailers." This knowledge is shaping the Phineas and


Ferb franchise plans as Disney plans to hit the market with a range that taps into the creative and inventive and ‘out of this world’ nature of the show. Key categories that have been highlighted to appeal to the target audience include toys, apparel, publishing, home entertainment and toiletries. As for the demographic, the core focus for the consumer product programme is boys and girls aged six-plus. "It's definitely not just about having Phineas and Ferb on a t-shirt, the products need to have really cool designs. Our research also showed that the kids love the characters' catchphrases - they think they're hilarious - so these will work well on consumer products. You could also have fun with the character Perry on apparel with a design that perhaps just showed his eyes and beak," Becki added. If


"The reason why it's so popular is that it's so well made. They're really funny scripts." Jonathan Ross on ITN News


Jonathan Ross' children are anything to go by there is also a secondary market for the consumer products aimed at teens and young adults too. In fact, the tween audience will be the major focus,


something that is being backed up by providing more touchpoints for the audience to interact with the brand. A case in point is a brand new online gaming experience, an online destination which taps into Disney market intelligence that boys aged between six and eight go online every day and are immersed for just under an hour. Moving forward there are two key events planned for the coming year with spring/summer focusing on Animal Agents as a marketing theme across all Disney touchpoints as well as a full media campaign in the spring. And for the second half of the year there will be another ‘creative hook’ which will draw the audience still further into the Phineas and Ferb world.


In Numbers


• Phineas and Ferb was viewed by a total of 5.2 million individuals aged four-plus across the Disney XD and Disney Channel, in the UK September to November 2012. • It is the number one Disney XD supersite with over 132,000 average monthly unique visitors • Its official Facebook page has more than 80,000 fans.


A SPECIAL MAX PUBLISHING


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disney PUBLICATION 2013


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