TOTAL LICENSING
of the Disney magazine in Australia ney Fairies films set for release from
‘Disney Girl’. Mum knows that when November 2008.”
she buys this magazine for her daugh-
ter, she won’t need to worry about TL. Has it been well received in
the content. Australia and where are the op-
While the Princess business is well es- portunities?
tablished, both Disney Fairies and the KW: “The incredible character equity
Disney Channel franchises Hannah of Tinker Bell automatically provided a
Montana and High School Musical are strong base for the Disney Fairies fran-
all in a strong growth phase”. chise. Every Disney DVD begins with
themselves, and we are developing
Tinker Bell flying across the screen. My
storytelling and products that reflect
TL. How does the girls business own kids (a boy aged 5, and a girl aged
and develop this.
perform overall at retail? 2), have always yelled ‘Where’s Tinker
The business is off to a great start, and
KW: “Mass retail in Australia is a huge Bell?’ ‘There she is!’ as they wait ex-
will expand and grow as the content
supporter of our franchises. The fran- citedly for their movie to start, so we
and storylines are developed through
chises in the girl’s segment are strong are building a magical world through
the upcoming film releases.
evergreens providing a 365 day a year a character that children in Australia
business for our key retail partners”. already know and love”.
TL. How will the Disney Fairies
Like all Disney Franchises, the prop-
franchise keep Disney girls prop-
TL. Disney Fairies is an relative-
erties at the forefront of the Aus-
ly new proposition. How was it
tralian market?
launched in Australia?
KW: “The company is releasing four
KW: “Tinker Bell has long been the
direct-to-video CGI animated films
most famous fairy of all, and she has
over the next four years - introduc-
played a starring role in our business
ing new characters across the 4 differ-
for many, many years. The Disney Fair-
ent seasons - Spring, Fall, Summer and
ies brand was launched in 2005 via the
Winter. This program demonstrates
Publishing Division. The initial novel
the strong long-term commitment to
written by Newberry Honor-win-
this franchise, and the opportunity to
ning author Gail Carson Levine titled’
erty is developed based on a series of
build a strong product program in this
Fairy Dust and the Quest for the Egg’,
key attributes that guide storytelling
market. The long term investment en-
brought to life the magical world of
and product development. The Disney
sures a continuous flow of new con-
Pixie Hollow where Tinker Bell and
Fairies brand is about friendship, indi-
tent to draw on for our books and
her friends live, setting the scene for
vidual talents and nature. The premise
products”.
an extensive range of products as well
of the property is to inspire girls to
as the foundation for the series of Dis-
find their own talents and believe in
TL. Disney Princess has proven
to be a real hit for younger girls
around the world, how is the fran-
chise tracking in Australia and
how does it maintain its domi-
nance with girls?
KW: “Disney Princess is our largest
girl’s franchise - representing approxi-
mately 60% of our girl’s business. The
strength of the property is due to its
high appeal to both Mums and girls.
Disney Princess enables little girls to
live the princess fantasy everyday. It al-
lows little girls, to be little girls, and
inspires dreams of fairytales, while
empowering girls with virtues of in-
tegrity, honour, discovery and love.
Each princess has her own personality
and individual attributes, so girls can
identify with a princess they think is
like them. Cinderella is the most pop-
ular Princess in Australia due to her
beauty and grace, while Ariel is a close
second because of her independence
and sass!”
135
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