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Updated: 2005-12-12 09:19

Disney gives Pooh a makeover for 80th anniversary

迪斯尼:小熊维尼“转型” 迎接80岁生日出新招

Disney gives Pooh a makeover for 80th anniversary
The character Winnie the Pooh and friends are shown in more vibrant colors in an effort to give the brand a makeover to prepare for a yearlong marketing push to celebrate Pooh's 80th anniversary in 2006.

Winnie the Pooh is getting a makeover as the Walt Disney Co presses its second-largest franchise into play for a larger share of the $21 billion preschool market, the company said on Wednesday.

Disney is readying a yearlong marketing push in 2006 to commemorate and capitalize on the 80th anniversary of the publication of "Winnie-the-Pooh" and expand the brand beyond The Forest and infant toys, clothing and furniture.

The tubby yellow bear will appear in brighter colors and Disney will emphasize the active side of Pooh's adventures as described in A.A. Milne's 1926 book to appeal to activity loving preschoolers, said Preston Kevin Lewis, global director of the Winnie the Pooh franchise.

"Trust, friendship and happiness -- Pooh doesn't lose any of those things, it just changes how we talk about him," Lewis said.

Disney is still battling an appeal of a 14-year-old Los Angeles lawsuit by heirs of Milne's agent, who claim they are owed millions in royalties.

The company won a dismissal of the lawsuit last year but had warned investors that it could be on the hook for "hundreds of millions" of dollars if it eventually loses the case.

In its December report on the U.S. market for infant, toddler and preschool toys, Packaged Facts, a division of MarketResearch.com, said the sector has outperformed the general toy market.

"The single greatest reason for the overall toy market's decline has been that kids now have access to many other amusements, especially video and videogames," the report said. "The good news is that the infant/toddler/preschooler population will trend higher in the long term, unstoppable, forever and ever and ever..."

Pooh and his friends from the Hundred Acre Wood generated $5.3 billion in retail sales in 2004 -- topped only by Mickey Mouse among the Disney stable. Disney gets a portion of those revenues through its licensing agreements.

Martin Brochstein, an analyst for EPM Communications, said the growing preschool market is one of the most competitive and Disney will by competitive only if it convinces retailers to feature the Pooh products prominently.

"Pooh has a wonderful thing going for it in that it is a heritage brand. It's just a matter of them as marketers making it important enough so that retailers will commit to it," Brochstein said.



为了纪念小熊维尼诞辰80周年,迪斯尼目前正在筹划2006年的全年营销活动,并准备借此机会推出除动物森林、儿童玩具、服装和家居用品外的其他“小熊维尼” 系列产品。





据市场调查在线的分部Packaged Facts提供的12月份报告,婴儿、学步儿童、学龄前儿童的玩具销售业绩比整个玩具市场表现得出色。



EPM Communications的分析师马丁·布洛克斯坦说,不断扩大的学龄前市场是最具竞争力的市场之一,迪斯尼公司如果想让零售商对小熊维尼系列产品青睐有加,唯一的途径就是增强自身的竞争力。





capitalize on :(利用)

dismissal :(驳回;不予受理)




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