TOTAL LICENSING AUSTRALIA
INTERVIEW
JOHN KING, DISNEY CONSUMER PRODUCTS
Australia and New Zealand
In 2007, Disney Consumer Products ger and Pooh’, a new generation of Disney Fairies: Since its launch nearly
(DCP) announced the promotion of kids are introduced to Pooh and his three years ago, Disney Fairies has
John King to Managing Director, Aus- friends in the Hundred Acre Wood. evolved into a global phenomenon
tralia and New Zealand. King, based at Mickey Mouse Club House: Mickey — books are published in 51 coun-
the DCP office in Melbourne, brings is supported year-round by every di- tries and in 33 languages, and over
over 14 years of industry experience vision of The Walt Disney Company nine million copies of all Disney Fair-
into the business to drive the mer- with renewed emphasis on his new TV ies book titles have been sold around
chandise licensing and Retail Sales and series, “Mickey Mouse Clubhouse,” the world. The Disney Fairies product
Marketing functions in both markets. and a focus on preschool products offering is developed for girls ages 6
Total Licensing Australia caught up that foster the imagination of children -9 (primary audience) and ages 9-11
with John King and asked him about and a vintage merchandise program (secondary audience). The products
what’s in-store for DCP in Australia extend across many lines of business
for 2008. in multiple categories.
High School Musical and Hannah
Which properties are the key focus Montana: A longstanding leader
for 2008 in Australia? in family entertainment, Disney has
JK: “There no better time to be asso- become the dominate source of en-
ciated with Disney because we have tertainment for kids and tweens ages
such a breadth and depth of prop- 9 – 14 with smash hits from Disney
erties to offer our consumers. The Channel original programming includ-
Disney brand is synonymous with ing High School Musical and Hannah
fun, storytelling and magic. The core Montana.
of how we approach our consumer As growing franchises from The Walt
is with a segmentation strategy that that reinforces consumers’ emo- Disney Company, High School Musi-
positions our properties across all tional and nostalgic bond with Mickey cal and Hannah Montana thrive from
age groups: Infant/Toddler/Pre-School, Mouse. companywide support, including:
Boy, Girl, Tween, and Adult. Cars: Building on the success of the home entertainment, cable program-
Some of our key properties for 2008 2007 release, Cars continues to be a ming, books, a website, consumer
include: popular franchise amongst boys. This products and specialty merchandise”.
Disney Baby: Disney Baby is the um- high-octane adventure/comedy featur-
brella brand for all Disney character ing Lightning McQueen and his friends How do you see DCP’s position in
properties for infant products, includ- takes us through a series of mishaps, the marketplace now and moving
ing Winnie the Pooh & Friends, Mickey learn that life is about the journey, not forwards under your guidance?
Mouse & Friends, Classic Pooh and just the destination. JK: “There are 4 key areas that are the
Classic Disney characters such as WallE: Disney Pixar storytelling and foundation of DCP’s business strategy,
Bambi and Dumbo. memorable characters meets outer and we refer to them as our 4 Build-
Key categories include bath, gift sets, space and sci-fi comedy/adventure in ing Blocks: Franchise Development,
bedding and room decor, feeding and the new film, WALL·E, due in theatres, Compelling Product, Key Account Fo-
play, apparel, footwear, publishing and Summer 2008 (US launch). Directed cus, and Talent Development.
Stationery. by Andrew Stanton (Finding Nemo), Franchise Development: As I mentioned
My Friends Tigger and Pooh: In 2007, WALL·E is filled with unique and lov- before, our approach to the consumer
Winnie the Pooh entered the world able robots in an outer space setting. is with a segmentation strategy that
of 3-D animation with the launch Disney Princess: Launched at the positions our properties across all age
of a new TV series, My Friends Tig- Disney Store in 1999, the Disney groups: Infant/Toddler/Pre-School, Boy,
ger and Pooh, on Princess brand expanded outside the Girl, Tween, and Adult. We are always
Disney Channel’s Disney Kingdom with limited distribu- working to continue the development
Playhouse Disney. tion to non-Disney retail venues in fall and ongoing storylines our core prop-
Pooh continues 2000. Ever since Disney Princess has erties and to create new ones. The
to be an ‘ever- become a powerful lifestyle brand ac- connection we have with kids across
green’ franchise counting for $4 billion in global retail the world is the characters we create
for Disney and with sales, touching every aspect of girls’ and the stories that we tell.
‘My Friends Tig- lives around the world. Compelling Product - We are constantly
TLA 46
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