Well, that’s one way to read this headline: “Disney chases older boys with adventure toys, shows.”
Walt Disney Co. is turning up the speed and power to balance its tiaras and flowers, as boys who have grown beyond Mickey Mouse are seeking fun and adventure outside the entertainment studio’s kingdom. Disney, whose two strongest franchises until 2001 were the gender-neutral Winnie the Pooh and Mickey Mouse, has seen product sales skew toward girls since Disney Princesses, launched that year, has turned into a $4 billion phenomenon among 3- to 6-year-old wannabes.
In other words, after years of pretending that this market didn’t exist The Mouse has found that Pirates of The Caribbean is bringing in the boys. I say “pretending the market didn’t exist” because three years ago the head of their consumer products division explained their all-girl approach by saying no one had success connecting with older boys. It was such a preposterous statement from such an otherwise smart guy that I translated it to mean, “we haven’t come up with it yet.”
BTW, one question for the honchos at The Mouse: WHEN ARE YOU GOING TO PUT OUT PINOCCHIO ON DVD??? It’s one of my all time faves and I can’t wait to terrify CollateralDamageJr with it.