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DISNEY DELIGHTS Sharing The Magic


More licensees explain why having the opportunity to work with Disney is like getting a special pass inside The Magic Kingdom.


Mark Pringle, managing director, Corsair Toiletries:


“Corsair Toiletries has been working in partnership with Disney for several years. The brands have wide appeal with children and adults alike thanks to their exposure, the values they convey and the universe they represent. This allows us to target most demographics.


The direction the Walt Disney Company has taken over the past


few years with the addition of Marvel to the portfolio has been very positive for us. Other reasons for the success is that Disney provides refreshed style guides and exciting new properties every year, and always keeps its licensees informed about the new opportunities. We are especially looking forward to developing new Planes and Monsters University ranges in 2013 and are excited to see how The Walt Disney Company will incorporate Star Wars into its portfolio”.


Jenny Watson, UK director of marketing, Mattel:


“Being named one of the top 50 most valuable brands in 2012 (by Millward Brown) is testament to Disney’s incredible brand equity and emotional connection with consumers of all ages. It provides a powerful and magical experience which is delivered consistently and


regularly across multiple consumer touchpoints. Working with Disney is an extension of this, and


provides an exciting opportunity to work with some of the best-known and most-loved characters in entertainment. Since acquiring the fashion doll licence in 2010 our Disney Princess portfolio has gone from strength to strength, and in the lead-up to Christmas this year over 12,000 Swirling Light Cinderellas and Pumpkin carriages will appear under Christmas trees across the UK. Moving into 2013, we are excited


about the year of everyone’s favourite mermaid, Ariel as well as the introduction of a new, younger princess to the fold. Sofi a the First will allow us to develop doll products and accessories that captivate and inspire a younger target consumer, further extending the reach of Disney and Mattel.”


Above: Retro styling for a Marvel duo set. Right: Mattel’s Swirling Lights Cinderella.


Charlotte Hambling, senior marketing manager, RR Ice Creams:


“We’re delighted to be working with Disney, and excited about introducing the main franchises Mickey and Minnie into the ice cream category in spring 2013. Children are heavily infl uenced


by characters and the Disney Mickey and Minnie character ice cream concepts were extremely well received in research carried out earlier this year. Children readily identifi ed


with the iconic shape of Mickey and Minnie Mouse and found them very appealing. The products will


add real value to the kids treat category and offer something different to the competition that children will love. We look forward to an exciting year in 2013.”


A SPECIAL MAX PUBLISHING © Disney TM & © 2013 MARVEL & Subs. 89


Below: Mickey as ice cream - as if he wasn’t cool enough!


disney PUBLICATION 2013


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