An exclusive look at how Disney Consumer Products is leveraging new content to capture a greater share of the lucrative boys’ market worldwide.
Through the years, the backdrop for Disney Consumer Products' presence at the American International Toy Fair in New York City has primarily skewed toward its popular girls' franchises such as Disney Princess and Fairies and Minnie Mouse. In fact, it's been girls, girls and more girls.
While there's no denying the success of DCP's efforts to target girls, from toddlers to teens, with various properties from Sofia the First to Teen Beach Movie, the focus at this year's New York Toy Fair will change. It's all about the boys.
DCP has never ignored boys–that has been clearly evident since the acquisition of Marvel in 2009 and the development of The Avengers franchise, and most recently with the acquisition of Lucasfilm in October 2012, which brought the coveted and iconic Star Wars franchise into the Disney portfolio.
As DCP looks ahead to summer 2014, the message is now boys, boys and more boys. …