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  1. #1

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    Disney Cinderella cross promotion with Home Depot?

    Just when I thought it was safe to go into Home Depot...

    They hit me with THIS!!!!

    Motley Fool
    Disney Princesses' Princely Profits
    Wednesday June 22, 4:31 pm ET
    By Steven Mallas

    Once upon a time, the Fool's sagacious stock baron, Bill Mann, penned an interesting article on Disney's (NYSE: DIS - News) Princess merchandise product line. He discussed this brand's incredible growth trajectory and why it was giving Motley Fool Inside Value recommendation Mattel's (NYSE: MAT - News) Barbie a run for her money. He mentioned that, at the time, the Mouse House's magic mirror predicted $2 billion worth of retail sales from the program.

    Well, Disney issued a press release that takes things up a notch -- would you believe $3 billion is this year's new revenue target? Talk about magic and pixie dust. Think about it: Around the year 2000, Disney Princess retail sales tallied about $300 million. Five short years later, you've got 10 times that.

    Disney plans to release one of its from-the-vault films, Cinderella, on DVD -- with marketing campaigns coordinated with Home Depot (NYSE: HD - News) and Kellogg (NYSE: K - News), among others -- this October, just in time for the upcoming holiday season. Given Cinderella's royal status, the company expects this move to act as a supreme catalyst for the Princess line.

    Who accompanies Cinderella in the Disney Princess ranks? Sleeping Beauty, Snow White, Jasmine, Ariel, Belle, Mulan, and Pocahontas. Disney should be commended for uniting all of these portfolio properties into one omnibus category. The company's tenacity in broadening the Princess product mix, and then distributing the wares globally (the release states that India is an upcoming international opportunity), is a healthy portent of things to come.

    But shareholders shouldn't become smug. Disney Princess merchandise's target audience is undeniably fickle. Though most of the characters have stood the test of time, the Princess line itself could become passe at any moment. But at least for now, Disney's fortunes look downright happily-ever-after.
    Now I ask you... Oh, yeah, that is a wise cross promotion... We want to make sure all these frilly Pritty Princesses who love buying power tools know that they can get the DVD of Cinderella...

    Well I am a snug shareholder...
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  2. #2

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    But if you could go into Home Depot and get the Princess Paints and wallpaper - I bet there are a lot of little girls that would love that chance.. (I know a couple little girls in my life that would love that)...

    I think that is is about creating a princess experience for your daughter... not just pick up the DVD by the hammers

  3. #3

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    Like we're not already overrun with Princess crap...
    "George Bush... is only for now."
    Avenue Q

    Just because it's gone doesn't mean I changed my mind!

  4. #4

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    too much?>

    Not sure if I agree with you - We are definitely not the target audience for the princess stuff. But shouldn't we leave it up to the public to decide.. If there is too much stuff they will turn away. We saw the public do that with Hercules when it was over-marketed and too much product.

    One thing that both this line (home depot) and the raven fragrence (WalMart) is these retailers are so savy that they would not have gone forward with significant research with consumers. Consumers must have demanded something in order for these companies to invest.

  5. #5

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    Quote Originally Posted by laman6
    Not sure if I agree with you - We are definitely not the target audience for the princess stuff. But shouldn't we leave it up to the public to decide.. If there is too much stuff they will turn away. We saw the public do that with Hercules when it was over-marketed and too much product.

    One thing that both this line (home depot) and the raven fragrence (WalMart) is these retailers are so savy that they would not have gone forward with significant research with consumers. Consumers must have demanded something in order for these companies to invest.

    Cross promotion eh?

    It is one thing to sell curtains, or Disney themed blinds for kids bedrooms... But what does it have to do with a DVD release?

    I don't understand why Glendale would consider this a cross promotion other than the fact that you offered the liscened good and they accepted it... Which they might have done anyway...

    Companies invest for other reasons that cross promotion... Diversification of product line is one...

    Now Hercules had a differant problem... the movie was bad... I mean, it was a bad film... I mean, it was really bad... I mean the idea was not compelling at all... I mean, from BLUE SKY it was bad... The same goes with Treasure Island... And quite possabley Home on the Range... And from the production side of Toy Story 3, it looks bad too, and I hope I am wrong about that... But any movie that is practically run by Consumer Products is in trouble... They should not in the business of makeing movies... And now they are, that is a problem... Yes, it is a problem...

    Let the film makers make the films...
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