Disney Consumer Products (NYSE:DIS – News) will launch a new line of tween merchandise inspired by the smash-hit “High School Musical,” a Disney Channel Original Movie that made history across multiple media platforms. The line will launch this month exclusively at over 500 Limited Too stores nationwide and at 100 of the retailer’s Justice Stores. “High School Musical” merchandise will combine the fun and spirited themes of the movie with catchy phrases from the original soundtrack and the likenesses of the movie’s cast. Both stores will carry a selection of unique tee shirts and other merchandise that will enhance customer connection with this movie phenomenon.
“The response to ‘High School Musical’ from teens and tweens has been phenomenal and has created great demand for a merchandise program that will allow them to bring the movie into their own environment,” said Lisa Avent, vice president of TV Licensing for Disney Consumer Products. “Limited Too will help us reach this key demographic with a line that will extend the movie’s inherent messages of optimism, self-expression, and creativity.”
Limited Too will support the new line with in-store signage, window displays and a gift with purchase promotion that will include an autographed poster signed by the “High School Musical” cast. Limited Too and Justice will also carry the Encore Edition of “High School Musical” on Disney DVD, from Walt Disney Home Entertainment, with two versions of the movie (original and the Sing-Along version) and never-before-seen bonus material, as well as the second music CD, a “High School Musical Special Edition” soundtrack from Walt Disney Records and the “High School Musical Junior Novel” from Disney Press – each scheduled to arrive in stores on May 23rd.
“The ‘High School Musical’ CD has been a phenomenal success at Limited Too and Justice. We hope to bring that same excitement to our stores as we debut the movie’s merchandising line,” said Chuck Strottman, marketing director for Too, Inc. “We think the ‘High School Musical’ merchandise along with the DVD release and new music CD will be on our tween customers’ ‘have-to-have’ list this summer.”
Future plans for “High School Musical” merchandise include an expansion into a full line of apparel, accessories, home decor and stationery. The majority of the products will be ready just in time for the back-to-school season and will continue to grow through spring 2007. Additional opportunities are being explored to expand the product line into other retail channels.
The success of “High School Musical” continues as the movie will begin premiering around the world in June on Disney Channel Australia, followed by Disney Channel France; Disney Channel Spain; Disney Channel United Kingdom; Disney Channel Japan; and Disney Channel India, among others. Additionally in May, Disney Studios will release key song mastertones and mobile phone ringtones in North America.
About High School Musical
Over the course of its twelve airings (January 20-April 21, 2006), “High School Musical” reached 36.5 million unique total viewers (persons 2+), 20.1 million households, 10.3 million kids 6-11 and 11.1 million tweens 9-14. A Disney Channel Original Movie, “High School Musical” is a contemporary “break into song” production. The comedic movie tells the story of two teens who must learn to believe in themselves despite the polarization of high school cliques. The premiere of “High School Musical” delivered the highest ever Household ratings for Disney Channel original programming. Traffic to DisneyChannel.com surged with the premiere of “High School Musical.” Within a 24-hour period after its January 20 premiere, 1.2 million unique visitors logged on to DisneyChannel.com – the most ever for the site.
About Disney Consumer Products
Disney Consumer Products (DCP) is the business segment of The Walt Disney Company (NYSE:DIS – News) that extends the Disney brand to merchandise ranging from apparel, toys, home decor, stationery and books to interactive games, food and beverages, electronics and animation art. This is accomplished through the work of DCP’s various lines of business: Disney Toys, Disney Softlines, Disney Hardlines, Disney Home, Disney Publishing, Buena Vista Games, The Baby Einstein Company, the Muppets Holding Company and Disney Shopping, Inc.’s catalog and Website, DisneyShopping.com. The Disney Store, which debuted in 1987, also falls under DCP, through stores currently owned and operated by unaffiliated third parties under licensing agreements in North America and Japan, and wholly owned stores in Europe. For more information, please visit www.disneyconsumerproducts.com.
About Too, Inc.
Too, Inc. (NYSE:TOO – News) is a leading specialty retailer for young girls. At Limited Too, the company sells sportswear, related accessories, and key lifestyle items for active, fashion-aware ‘tween (ages 7 to 14) girls. Limited Too currently operates 565 stores in 46 states and Puerto Rico, and has a select number of international licensed stores. Limited Too publishes a catalog coinciding with key ‘tween shopping times throughout the year and conducts e-commerce on its Website, www.limitedtoo.com. Justice is the company’s newer specialty retail concept for tween girls, offering sportswear, key accessories and lifestyle items to value-conscious customers, predominantly in off-the-mall store sites. Justice currently operates 103 stores across the United States, the location of which can be found on their Website, www.justicejustforgirls.com.
