Disney invoice in stores with TV characters

One afternoon in the end of may, 120 employees of the Walt Disney Co. gathered to meet the new series "The Lion Guard", based on the movie "the King" Leão, of 1994, which will be broadcast by Disney Channel Junior. The goal: find out which types of toys, sheets, applications, and books they may develop parallel to the launch of the series, estimated by the end of 2015. "We do that well at the beginning to get people thinking," says Nancy Kanter, General Manager of Disney Junior, aimed at children in the pre-school stage. Television is the most profitable business of Disney in a long time, but not the main source of raw material for consumer products and visits to theme parks. This is a territory of the company's Film Studio, which created thunderous hits as "cars," "Pirates of the Caribbean" and, until recently, all the Disney Princesses.
The formula was changed three years ago with the Disney Junior, a line of programs that received varied criticisms but is a triumph on store shelves. Sales of articles based on their programs more than tripled in two years, to an estimated $ 3 billion in the fiscal year that ends in September, according to the company. Analysts estimate that at least 10% of this recipe go to Disney's coffers through licensing agreements. "Disney didn't used to focus on preschool business, but in recent years they have created an entire ecosystem," says Stephen Berman, President and CEO of Jakks Pacific Inc., which produces several toys based on Disney Junior programs. Behind this good performance, is the strategy of the consumer products division of Disney to bet on television in advance, rather than waiting for the Disney Junior programs become a success, as is common. "It was a bit of calculated risk," says Bob Chapek, who leads the area. The result was a rapid growth of a sector that previously lagged behind.
But the risk of a failure can be extended by warehouses full of tea sets and toy swords that nobody wants. Products of a previous program of Disney for the preschool audience, for example, the "Circus of Jojô", ran aground on the shelves. The Disney Junior hasn't equaled the great successes of licensing as "cars," the Disney Princesses and Mickey. But the "doctor Toys", which takes care of patients, and the toys "the little Princess Sofia", the first Disney preteen Princess, are among the five fastest growing licensing in 2013, according to the research firm NPD Group. In Brazil, the program "the little Princess Sofia" is broadcast in two channels: on the Disney Channel, which integrates a programming block that includes Disney Junior programs, and in the own channel Disney Junior. The character is also present in school bags and decorations for children's parties.
The Disney Junior won this month in the country your own album of figurines, assembling all the characters of the various programs. In the ranking of paid TV prepared by Ibope, the Disney Channel occupies the fourth position, ahead of Nickelodeon, which is in eighth, according to the latest data from April. Disney Junior was released in the u.s. as a block of programming on the Disney Channel in 2011 and then as its own channel 12:0 am in 2012. Nielsen audience measurements show that the Disney Junior beats regularly in the USA the other competitors focused on the preschool audience, like Nick Jr., of Viacom Inc., and the Sprout, Comcast Corp. but considering all channels, Nickelodeon had seven of the 10 programs most watched by the public between 2 and 5 years of age in may, while Disney scored just threeAccording to data from Nielsen. The Disney Junior was a golden goose.
The Director supervises the Disney Channels Worldwide, Gary Marsh, says the channel is "a financial success as part of the television operation". But he recalled that Disney Junior also introduces young children to the company's brand and inspires popular products. In a network of shop Sex Toys ' R ' Us in Los Angeles recently, the products of Disney Junior occupied more shelf space to other licenses for the same audience. The closest competitor is the popular "Dora the Explorer" from Nickelodeon. A spokesman for Nickelodeon has not reported annual sales of consumer products created from the channel's programmes for pre-school audiences. Sales have grown consistently, Chapek said, in part because after taking over the consumer products division, in 2011, he appointed officials to take care of each company's brand.
Before, the area of consumer products, Disney was organized by product line, such as clothing, toys and furniture, and old brands disappeared in favor of the new. In some cases, your unit chose not to sell products from Disney Junior immediately by finding that lacked appeal, as in the case of the recently launched "Sheriff Callie in the West" and "Henry little monster". But products are already being produced for the "Lion Guard" and another program that debuts in 2015, the series of ficçãocientífica "Miles from Tomorrowland", both still without title or release date in Brazil. At the beginning of the development of "Miles", Disney artists Junior worked at some items that left the Group of consumer products, as a spaceship of the character who gives title to the series. "We're not creating toys before the show," says Kanter, "but we put certain things they need ahead of the line of projects". (Eduardo Collaborated Magossi.)