Article: plans to tie retail gear to TV shows

[Luv2Roam]

Disney plans push to tie retail gear to TV shows -WSJ
Reuters, 02.19.03, 3:58 AM ET

NEW YORK, Feb 19 (Reuters) - Walt Disney Co. (nyse: DIS - news - people) is looking increasingly to the Disney Channel for hot characters that can spark a merchandising rebound, the Wall Street Journal reported on Wednesday.

The company will shift to merchandising tied to Disney's television, publishing and interactive game units, rather than its Disney film studio and amusement parks, the Journal said.

Movie-driven merchandise is "not going to come back," Andy Mooney, Disney consumer-products division president, told the newspaper. Disney has already tested the new merchandising focus, which Mooney is slated to unveil to investors at a Salomon Smith Barney conference on Wednesday, according to the report.

Another reason for the effort to develop new characters from areas other than film is the lower costs involved.

A run of television show "Lizzie McGuire" merchandise did well in Limited Brands Inc. (nyse: LTD - news - people) Limited Too stores last year, and an expansion is planned in Kohl's Corp. (nyse: LTD - news - people) stores this year, the article said. "Kim Possible" TV show goods are due to arrive at Wal-Mart Stores Inc. (nyse: LTD - news - people) this summer, according to the newspaper.

Disney was not immediately available for comment early on Wednesday morning.

Copyright 2003, Reuters News Service

 

[Luv2Roam]

So why not try this out in their own stores? Get rid of the plushes and move on to merchandise their own shows and parks in the DS!
Thinking like this (in the article) does make you think the DS are on their way out.

 

[dzneelvr]

I agree.
In fact, when's the last time we heard the DS distribution format as part of any future strategic marketing plan put out by Disney?

Too bad there isn't a way to use the DS to market the products....but as you say, this may be a strategy (to do away with them in most markets).

The one consequence Disney needs to watch out for is oversaturation of the retail market with character goods.
It bothers me that Wal Mart sells Disney clothing that DS do not.
That seems to be backward !