As each pole may be the source of the story

Again this year, in his hood, Santa Claus should be full of Mickey, Winnie the Pooh, fairy Bell and other "Pirates of the Caribbean". The Walt Disney Company will have everything to facilitate the task, putting its four poles in synergy: studios, media, parks and derivative products. A few figures to measure the power Sales in the world of the Disney image-derived products are assessed for 2005 to $ 23 billion all combined distributors. They are the 75 billion within 10 years, with a large portfolio of brands. Disney Consumer Products, the division of products derived from the group, for his part recorded in 2006 a turnover of 2.2 billion.

More than a hundred of Disney Stores were opened in Europe and partnerships have been signed with the distribution. A team of 7 experts Disney even joined end of November the site of the commercial direction non-food Carrefour. The magazines and books inspired by the characters are about 100 million readers in the four corners of the planet. The second part of "Pirates of Caribbean" was the third film in the history of cinema to exceed $ 1 billion. When two parks of Disneyland Resort Paris, they welcome 12 million visitors a year.

The toy to the DVD, film to the television series, video games to the attractions of the parks, entry keys are multiple to capitalize on the characters. "Only Disney is able to write a broad history," said Jean Poulallion, Vice President of the Walt Disney Company France in charge of strategic marketing and synergies. As each pole may be the source of the story. "There are still seven years, nothing was done to coordinate the actions. Studios launched a film and other activities followed. "Today, any pole can be the instigator of a product, a concept", said Andy Mooney, Chairman of Disney Consumer Products.

An environment

Thus some Disney princesses new more young girls than others. Division products has in mind to bring an initiative in which the studios did not believe and launch the Disney Princess line: this is the license today the more rapidly growing, with toys, clothes, hygiene, stationery, DVDs and a magazine sold products in 75 countries.

Disney Channel France, for its part, relied in September on the series High School Musical by cross the bar of the 85 million spectators in the world, website and blog to support adolescents, by M6 as early as October. The soundtrack of the drama is gold disc. The single "Break my strings", recorded by Sofiane of Star Academy 4, turn looping on NRJ. On the DVD released on 24 November for the holiday season, it previously was sold to best child. Vice President and General Manager of Disney Television France umbrella Disney Channel France (ages 8-14), Playhouse Disney (2-6 years), Toons Disney (6-10 years), Simon Amselem is pleased to be based and his team close to the parks, "in the Disney environment and able to work more easily with other divisions of group". Three of the four studios are used for an attraction. This year, when an adventure around Buzz the lightning related to the animated film "toy story" opened in the Park, games have been proposed by the chains of the group to allow viewers to win invitations to discover.

If sometimes the success of a film is as just "Toy Story", the products listed in the top 15 of the licences, happens that sales exceed largely the feature film performance, as for "Cars", one of the most important programs of licensing conducted since "lion king". No doubt that the opening of a new attraction in the Park in June 2007, called "Cars: four-wheeled rally", extends the enthusiasm of boys for these small cars already awakened on 14 December by the release of the DVD.

"Create a news".

Among the Disney marketing sagas is also "Pirates of the Caribbean". The success of a famous attraction of the parks has generated a cinema production not less appreciated. The first version of the feature-length film in 2003, then the output of the second last summer, and subsequently scheduled for May 23, 2007, the Disney machine has had time to hone its strategy. "It establishes a"planning process"two years before the release of the film", said Philippe Lavoué, Vice President retail sales & marketing of Disney Consumer Products France. From the scenes film keys are prepared merchandising program, the palette of colors, graphics and product samples to be submitted to the partners... "We make sure to create a permanent News: figurines, a pirate fashion, games, DVD, a true hacker in flesh and bone in the amusement park.". We are non-stop round trips between the films, games, clothing, Park... in regard of realization periods vary from one pole to another. It must be that the ball bounces as long as possible, which means also arbitrate between launches, avoid losses of energy or the cacophony. "No question of promote 50 subjects simultaneously", says Jean Poulallion.

Bloated offer

For both, the feature films generate only 10 of the sales of products against 50 for Mickey, Winnie and friends, whose history is relayed by the Disney magazines and television programs, and 40 for the Disney Princess, Disney Fairies, Power Rangers and another WITCH. Today, the offer is bloated with some 150 familiar characters grouped in France under 20 licenses. Group communication is amplified by the manufacturers or distributors under license. Some products thus acquire in life out of the ordinary. A Disney movie is viewed on average 30 times by the holders of cassettes or DVD. In Mickey, known to marketing in the long term, even in the very long term. Witness the success of the exhibition Walt Disney at the Grand Palais, in Paris, until 15 January, capable of forging three generations. The auditorium, the public can review in the full version and free "White snow", "pinocchio" and "Fantasia". The opportunity to verify that the Disney Magic operates always...