Disney Announces “Disney Garden” Product Line

Recently I, Jose Castillo, went to a show called “FMI” in Las Vegas, NV and while there Disney had a huge booth that took about 1/3 the convention center. While there Disney announced a new line called Disney Garden, a line relating new food products that are healthy and family friendly. Some of the new products they will be making are: Mickey Burgers, Mickey Pizza, Mickey Ravioli, Disney Raisins, Disney Apple Juice, Donald Duck OJ, Mickey Mouse Clubhouse Cereal, and tons more. Super Target has already started selling various of these products, but all of them will be making there way officially toward the end of June 2008. Also, while there, Disney released some numbers that “Business Week” released, here they are:

The World’s Most Valuable Brands

1. Coca-Cola
2. Microsoft
3. IBM
4. GE
5. Nokia
6. Toyota
7. Intel
8. McDonald’s
9. Disney
10. Mercedes-Benz

Best Brands

1. Coca-Cola – 99.8
2. Disney – 99.4
3. Kodak – 99.0
4. Johnson & Johnson – 98.9
5. Microsoft – 97.7
6. Sony – 97.6
7. Wal-Mart 97.6
8. Kelloggs – 97.0
9. Nestle – 95.4

Best Brands Families with Kids

1. Disney – 100.0
2. Johnson & Johnson – 100.0
3. Kodak – 99.9
4. Coke – 99.5
5. Sony – 97.2
6. Microsoft – 96.9
7. Wal-Mart – 96.5
8. McDonald’s 96.3
9. Kellogg’s – 94.3

Disney Brand Equities

1. A Leader – 99.9
2. Friendly – 99.8
3. Authentic – 99.8
4. Fun – 99.6
5. Original – 99.5
6. Cares/Customers – 99.4
7. Innovative – 99.4
8. Unique – 98.7
9. Trustworthy – 94.8

When I get my scanner working later today, I will scan and upload the flyers that I was given while at the show. After the jump, you can find more statitics on Disney products and there consumers.

1. Consumers Spend 11.2 Billion Hours Immersed in Disney Annually
2. 8.4B watching The Disney Channel
3. 800M having fun at Disney theme Parks
4. 140M logged in to Disney.com
5. 40M on Disney Cruise Lines
6. 140M listening to Radio Disney
7. 40M watching Disney Live Shows
8. 500M reading Disney books and magazines
9. 250M playing Disney Video Games
10. 350M watching Disney Movies at home
11. 500M watching Disney Movies at the theatre

An Overwhelming Majority of Adults Purchase Disney Products for Their Households

• 12% Disney Fan – Purchased 14 or more Disney products in the past 12 months; 69% have a child under 13
• 36% Disney Engaged – Purchased 7-13 Disney products in the past 12 months; 45% have a child under 13
• 41% Disney Receptive – Purchased 1-6 Disney products in past 12 months; 22% have a child under 13

Franchise Power (in billions)

1. Disney – 21.0
2. Warner Brothers – 6.0
3. Nickelodean – 5.2
4. Marvel – 5.0
5. Sanrio – 4.2
6. 4 Kids – 2.8
7. HIT – 2.2
8. Universal – 2.0
9. 20th Century Fox – 1.5
10. Pokemon – 1.3
11. Sesame Street 1.25

The World’s Most Valuable Franchise Characters

1. Mickey Mouse & Friends – $5.8
2. Winnie the Pooh & Friends – $5.6
3. Lord of the Rings – $2.9
4. Harry Potter – $2.8
5. Finding Nemo – $2.0
6. Disney Princess – $2.0
7. Yu-gi-oh – $1.6
8. Sponge Bob Square Pants – $1.5
9. Spider-Man – $1.3
10. Wolverine (X-Men) – $0.9
11. Pokemon – $0.8

Awareness (Key Franchises)

• Mickey Mouse – 100%
• Minnie Mouse – 100%
• Donald Duck – 96%
• Goofy – 98%
• Pluto – 95%
• Winnie The Pooh – 97%
• Eeyore – 99%
• Piglet – 99%
• Tigger – 98%
• Cinderella – 95%
• Ariel – 94%
• Snow White – 97%
• Sleeping Beauty – 94%
• Belle – 97%
• Jasmine – 96%

Awareness (Film & Television)

• Stitch – 89%
• Jack Sparrow – 72%
• Mater – 83%
• Lightening McQueen – 86%
• Nemo – 94%
• Troy (HSM) – 56%
• Gabriella (HSM) – 54%
• Simba – 87%
• Woody – 88%
• Zach – 77%
• Cody – 78%
• Hannah Montana – 72%
• Miley – 65%
• London – 72%
• Raven – 74%
• Lilo – 87%
• Kim Possible – 78%

Expect the scans later on today. Enjoy this long, but very informative post!

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