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It's not often I get to talk about "dimensionalising the emotional connection" with Buzz Light year, or the potential of merchandising for the brand Winnie the Pooh better health of honeypots.
And it is rare to have the privilege of meeting someone near to the extraordinary phenomenon that is Hannah Montana.
But such a man is Andy Mooney, from Whitburn in West Lothian. It is difficult to imagine any Scot with more influence marketing, Disney Merchandising who grew gross retail sales of $ 12 billion in 2000 when he became president of $ 30 billion last year. It was after a stellar job leads Nike clothing.
While the end of the Los Angeles-based economy is going from strength to strength, helped by the acquisition of 5000 with the comic characters of Marvel superhero, the rest of the vast Disney empire has not been finding the recession a happy experience. Several films have greatly disappointed, and the head of his studio has been replaced.
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The new approach to the film industry is what they call "tent-pole" projects - fewer large projects around which the remaining clusters.Those who come to include another Toy Story, another car, another Pirates of the Caribbean and another take on Alice in Wonderland.
You may feel afterwards and the reworking of past business success shows a lack of creative thinking. But according to Mooney, Disney World is now 60% of non-Americans. This explains why they have creative teams working on new story lines in Japan, India and China. "We want to consider ourselves storytellers worldwide to move these characters around the world," said Mooney.
As for the merchandising end of things, Mooney is a lot more than plush and sales of pajamas.He speaks of having "tribes" of its staff working in toys, fashion accessories, home products, stationery, consumer electronics, health, beauty and food.
Mickey impressions
Disney food? "You'd be surprised," said Mooney. "We are reaching the same brand of vegetables [around] Winnie the Pooh and Mickey Mouse. We made a conscious decision to exit some of the food categories unhealthier about five years ago, and in turn focused on getting children to eat a little healthier, which will require more fruits and vegetables.So we worked with retailers and their store brands, to introduce the characters in these categories and create ways to help Mom get children to consume these products - for campaigns or sticker collection....
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