Television

Disney rolls out 'Disney's Little Princess' promotional activity across categories

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MUMBAI: The Walt Disney Company in India has launched a country-wide promotion titled - "Disney's Little Princess", an across-the-line event around Disney Princess franchise.

Little girls across India can participate in this festive 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 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 strong presence of the franchise is set to delight little girls throughout the festive season with a host of initiatives and launches planned across all product categories. Disney Princesses are popular across the globe. 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, states an official release.

"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 Walt Disney Company (India) managing director Rajat Jain.

Little girls turned up to sing, dance, act and display other talents at auditions in Gurgaon. Besides, auditions will also be held in malls around Mumbai, Bangalore, Chennai and Hyderabad. The event in each of these cities will be recorded and aired in special interstitials on the Disney Channel. The search for 'Disney's Little Princess' is powered by major lines of businesses of The Walt Disney Company India namely consumer products, internet group, home entertainment divisions and ofcourse Disney Channel.

Disney Princess licensees in India include: United Toys, Me n Moms, Prasima Marketing, Mahindra Intertrade, Bodycare, Nerolac, Sterling Metaplast, Ramlax Exports, Kores India Ltd., H.M. International, Envogue Furnishings and many others. All licensees have come together for this special promotion, adds the release.

Funskool (India), the licensees for Princess dolls and role play range GM Sales and Marketing R. Jeswant says, "Funskool (India) Ltd has had a long association with Disney. The market response to Disney Princess Dolls and Playsets has been particularly encouraging. This year is being celebrated as the year of the Mermaid and therefore, 'Ariel, the Little Mermaid', will be the focus of attention. A full range of Ariel Dolls and Playsets will be on the shelves of leading toy stores shortly. We cherish our association with Disney and expect the relationship to flourish and grow in years to come."

Commenting on the popularity of Princess themes of Disney Nerolac Paints- Nerolac GM marketing C. Venugopal says, "Every little girl dreams of a fantasy world where clothes are spun of gold and balls are held in her honor. The princess range allowed Nerolac to do just the same. With a wide range of characters, huge business potential, Disney Nerolac Paint's Disney Princess range bring the little girls into a world filled with romance and royalty where she can feel as special as a princess."

"Disney's classic Princess stories are extremely popular with kids across the country. We have 12 princess titles in three different formats and each of these are loved not just by kids but also their parents alike. The stories reflect values and ethos that Indian readers relate to. We are proud to bring these stories from the Disney stable to kids across India," adds Sterling Publishers Pvt. Ltd. director Gaurav Ghai.

Furthermore, Disney Princess is also being promoted in the television space with a 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 and the Beast, Aladdin and the Prince of Thieves.

The latest Princess platinum title movie was released in October on Home Video - Little Mermaid, a special edition DVD. Taking home, Disney's Classic, the 'Little Mermaid' will also help little girls gain an entry to participate in the mega event this festive season, Excel Home Videos MD M.N. Kapasi said, "Disney Princess celebrates the spirit of the endearing female characters created by the Walt Disney Company over the years. We are pleased that Little Mermaid's DVD will be an opportunity for children to participate in this prestigious event."

This franchise also extended itself to an on-ground experiential delight last year - Disney Channel's 'My Little Princess Hunt -2005'.

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