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Miley and Co. to Rescue Economy?
4-Nov-2008
Written by: Jill Marino
Disney hopes franchises will ignite holiday buying season.
As the holiday season approaches even faster, Disney is hoping that its mega-popular “Hannah Montana” and “High School Musical” franchises will persuade budget-conscious parents to go out and spend money.
One of the ways Disney will accomplish this is by marketing toys that can work with the Internet and offline as well. Online related toys, like Webkinz, have become immensely popular recently and Disney feels that this will continue to be a big trend come holiday time.
Andy Mooney, who is Disney's Consumer Products division chairman, said to Reuters, “Toys that . . . are part toy, part new technology, part interactive hookup -- those are the things I think that are going to be desirable.”
Anita Frazier, a toy analyst, said, “Parents are more likely to work off a child's ‘wish list’” and this shopping technique makes “early-season marketing more important than ever.”
Some of Disney’s popular items include singing “Hannah Montana” and “HSM” dolls, as well as musical instruments with the tween themes.
Sales reports taken earlier this year determined that “parents are finding a way to go out for . . . the single big-ticket item,” Len Mazzocco, the creative director for toys at Disney Consumer Products, told Reuters.
Whether that major item will have Miley or Zac on it remains to be been.
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