Live from the Licensing Show: Disney Goes to the Dogs, Cats
Disney plans to unleash a new category of licensed goods that are sure to appeal to four-legged creatures and their owners, alike—pet care products.
The entertainment company is looking to capture a slice of the $75 billion global pet care industry ($36 billion in the U.S.) with a new line of products for dogs, cats, hamsters, fish (and, yes even hermit crabs) this year. Executives yesterday discussed details about the rollout at the 2006 Licensing Show in New York City.
Disney Consumer Products wants to use the appeal and popularity of some of its iconic characters (think Goofy and Pluto for dogs and the Aristocats for cats) to expand into the pet care category with pet food, apparel, bedding and toys.
“Disney realizes there is a huge emotional connection with pets,” Suzanne Schlundt, VP-news business development for Disney Consumer Products, told PROMO Xtra Wednesday. “Consumers have an emotional connection with the Disney brand. We felt there was an opportunity to marry the two together.”
Disney’s expansion into pet care follows last year’s launch of Old Yeller-branded dog food, Schlundt said. The dog food launched in more than 2,500 Kroger stores nationwide in April. And with its more plethora of licensed characters, Disney is sure to find demand for its new products.
“We think we can do pets,” Andy Mooney, chairman of Walt Disney Consumer Products Division, said at a Licensing Show press conference Tuesday.
This fall, Disney plans to rollout biscuits, leashes and apparel (shirts and sweaters), toys and leashes with a major retailer for dogs. Schlundt would not release the retailer’s name, but said the deal would be exclusive to the chain. Also this fall, for feline lovers Disney is planning a line of cat food and litter based on the animated film The Aristocats and on That Darn Cat.
The rollout will begin in the U.S. and carry into some markets in Europe, Mexico, Asia and Latin America, Schlundt said. Already, Disney’s pet apparel is a hot commodity for consumers in Japan. Consumers are following the trend fashioned by celebrities to dress up pint-sized dogs and carry them around in designer bags.
“It’s a natural fit,” Schlundt said. “We’ve got dogs. We got cats. We’ve got a lot.”
Disney’s pet licensing program also includes habitats for hamsters based on Disney’s princesses themes and aquarium products and a mobile kit for hermit crabs based on Disney princesses, the Mickey Mouse Clubhouse and Power Rangers. The hermit crab kits, which will come with crab shells and pet care tips, will launch this fall. Disney will tie in The Little Mermaid pet products for fish and crabs to its October DVD release of the film, Schlundt said. Some 1,500 products will support the film’s release, its first-time ever on DVD.
