Disney launches nationwide promotion, ‘Disney’s Little Princess’

The Walt Disney Company (India) has rolled out a countrywide promotion called ‘Disney’s Little Princess’, an elaborate, across-the-line event centring on the Disney Princess franchise. Little girls across India can participate in this event by purchasing any Disney Princess product worth Rs 100 or more, which will win them an entry to an audition for the ‘Disney’s Little Princess’ contest.

The Disney Princess merchandise includes toys, clothing, footwear, games, home videos, home products, paints, stationery, television and theatrical content and mobile downloads. Last year, the franchise was extended to include an on-ground experience, Disney Channel’s ‘My Little Princess Hunt—2005’.

Rajat Jain, managing director, The Walt Disney Company (India), remarks, “Disney Princess is an expression of our company’s focus on content, creativity and innovation. Such initiatives allow for a rock-solid emotional connection with our consumers.”

According to him, the Disney Princess franchise has added a sparkle to the company’s entertainment offerings in the previously underserved segment of girls aged 4-14 years. He adds that the franchise is on its way to becoming the largest girls’ franchise in 2006, with 40 per cent growth in 2005 and 300 per cent growth over the last three years.

Disney Princess licensees in India include United Toys, Me n Moms, Mahindra Intertrade, Bodycare, Nerolac, Kores India and Envogue Furnishings.

For the record, Disney Channel has a branded block on television called the ‘Disney Princess Hour’. In addition, through the Disney Movie Magic slot every weekend in select Adlabs locations in India, consumers can get the Disney Princess experience through classic titles such as ‘Snow White’, ‘Beauty & the Beast’’ and ‘Aladdin and the Prince of Thieves’.

© 2006 agencyfaqs!