Walt Disney Co., aiming to be more than a Mickey Mouse operation, is branching out into furniture, linens and even wine.
Starting in the fall, Burbank, Calif.-based Disney will unveil a line of home goods such as lighting products made by the Minka Group. Disney also plans to market a fashion bath and bedding collection with Dan River, and outdoor table tops and entertaining products with Zak Designs next year.
Next up: Disney is launching a wine label via Issaquah, Wash.-based Costco Wholesale Corp. that is based on its upcoming animated film "Ratatouille," the tale of a rat who wants to become a French chef. The chardonnay, from the Burgundy region in France and bearing the Ratatouille name and likeness, will sell for $12.99.
The licensed products, targeted at adults and devoid of mouse ears, underscores Disney's push to gain a deeper foothold on more sophisticated consumer products. Last fall, the company partnered with Drexel Heritage on an upscale furniture line based on the decor of Walt Disney's home and office during the 1930s and 1940s.