The Walt Disney Company in India has launched ‘Disney’s Little Princess’, an elaborate, across-the-line event around Disney Princess franchise. Little girls across India can participate in this event by purchasing any Disney Princess product worth Rs 100 or more and win an entry to audition for the ‘Disney’s Little Princess’ contest.
Disney Princess spans across categories with merchandise to include toys, clothing, footwear, games, home videos, home products, paints, stationery, television, theatrical content, and mobile downloads. The franchise also extended itself to an on-ground experiential delight last year – Disney Channel’s ‘My Little Princess Hunt 2005’.
“Disney Princess’ success is an example of the company’s focus on content, creativity and innovation and demonstrates our ability to provide a 360-degree entertainment experience for kids. We have a strong heritage in great story telling and have cemented a rock-solid emotional connection with our consumers through our popular Disney characters and stories,” said Rajat Jain, Managing Director, The Walt Disney Company (India).
The Disney Princess franchise has added a noticeable sparkle to the company's entertainment offerings in the previously underserved segment of girls aged 4-14. The franchise is on track to become the largest girls franchise in 2006 with 40 per cent growth in 2005 and 300 per cent growth over the last three years.
R Jeswant, GM, Sales and Marketing, Funskool (India), the licensees for Princess Dolls and Role Play range, said, “Funskool has had a long association with Disney. The market response to Disney Princess dolls and play sets has been particularly encouraging.”
Disney Princess is also popular in the television space with the branded block – ‘Disney Princess hour’. Viewers can also experience the magical world of Disney Princesses through Disney Movie Magic every weekend in select Adlabs locations in cities across India through classic titles like ‘Snow White’, ‘Beauty & the Beast’, ‘Aladdin’, etc.
In total, girls have access to two billion hours of immersion into the Disney Princess experience. The brand continues to be the fastest growing, nearly universally recognised brand that Disney has ever created.