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Disney Princess Proves She's Still the Fairest of the Land; - Press Trust 07/09/05

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  • Disney Princess Proves She's Still the Fairest of the Land; - Press Trust 07/09/05

    Article from Press Trust - July 9, 2005
    Disney Princess Proves She's Still the Fairest of the Land; Girls' Lifestyle Bra

    Disney Consumer Products (DCP) announced today that Disney Princess will add another jewel to her tiara in 2005: $3 billion in worldwide consumer products retail sales. The young girls' lifestyle brand continues to expand into more categories and countries, such as India, and with the release and marketing of the Cinderella Platinum Edition DVD this October and Little Mermaid Platinum Edition DVD in Fall 2006 to support its popularity, the brand is on track to become the largest global girls franchise in 2006 with 40% growth in 2005 and 300% growth over the last three years.

    The eight princesses -- Ariel, Belle, Cinderella, Jasmine, Mulan, Pocahontas, Sleeping Beauty and Snow White -- were brought together under the same marketing umbrella by DCP in 2000, at a time when $300 million of individual Princess merchandise was sold. The branding move resulted in a sales explosion.

    "The last year has been particularly significant for Disney Princess because we've seen the franchise enthusiastically embraced by the company's other divisions," said Andy Mooney, chairman of DCP in a presentation at the 2005 Licensing Show in New York. "Disney's parks and resorts, home entertainment and records divisions continue to rollout great new entertainment which helps to inspire little girls to be a Disney Princess."

    Expect even more buzz for Disney Princess in the second half of 2005 when Disney brings the classic film Cinderella out of the vault it has occupied for the last 10 years for the first-ever DVD release in October. Projected to be among the top videos of 2005, the DVD will be supported by a breadth of new Cinderella products -- incremental to Disney Princess merchandise -- in all major product categories, including toys, apparel, electronics, consumer goods, stationery, home furnishings and much more. The new products will be available beginning in September 2005 and into the holidays and 2006, and will feature a "Magical Lights" theme with elements that illuminate and captivate little girls.

    At retail, Cinderella will reign the sales floor with promotional support from Wal-Mart, Target, Toys 'R' Us, Best Buy and other retailers in the US and Carrefour, Asda, ECI and other retailers in Europe. Additionally, Disney has lined up Mattel, Kellogg's, Home Depot and Jolly Time Popcorn as marketing partners in a campaign that will rival that of Disney's The Lion King.

    "Little girls are initially drawn to the rich, compelling stories and expect their dolls, costumes, apparel and many other products to have more than a picture of just any young woman wearing a tiara and gown," said Mary Beech, vice president, Girls Marketing and Franchise Management, Disney Consumer Products. "With the reintroduction of the Cinderella and Little Mermaid stories over the next few years, everyone will be reminded why Disney Princess rises above the others that attempt to imitate."

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