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Disney Opts For Co-Branded CE Products Effort

7/06/2010 02:16:00 PM Eastern
NEW YORK — Disney Consumer Products (DCP) will co-brand its CE line this fall with Monster Cable, Razer and Performance Design Products (PDP).

The products are a selection of TRON-themed consumer electronics products and accessories. The cobranding effort is part of an effort by DCP to extend its CE product target audience beyond kids and tweens to the teen and adult markets, using products priced at around $100 and higher, said Chris Heatherly, DCP’s toys and electronics VP.

All are custom-designed and unique to DCP, and they leverage the brands of “high-quality partners with credibility in the consumer electronics industry,” he said. At prices less than $100, he explained, people are comfortable buying products that bear only the Disney brand for children.

The TRON-themed products include two headphone pairs and an iPoddocking speaker system from Monster, a gaming mouse and gaming keyboard from Razer, and game controllers and iPod/iPad/iPhone cases from PDP. They will appear in stores in preparation for the Dec. 17 theatrical release of Disney’s “TRON: Legacy in 3D.” The movie is a sequel to 1982’s “TRON,” the first movie to use computer-generated graphics. The sequel will appeal to children as well as adults who saw the first movie, Heatherly said.

Most of the TRON selection is targeted exclusively to CE specialty dealers, but PDP game controllers and iPod cases will also be sold through mass merchants, Heatherly said.

In the future, DCP will use its cobranded CE strategy to expand its penetration of kids’ electronics in massmarket retailers, Heatherly said.

He believes it’s time for mass retailers to “to refocus on kid’s electronics,” Heatherly contended. “Kids will always need electronics designed especially for them” to be durable and to meet their ergonomic needs, he explained.

DCP’s kids’ electronics products are currently sold by Toys “R” Us and some mass-market retailers.
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