Pathways to Consumer Insight
After years of marketing fairy-tale and “princess” fantasy products to little girls, the Walt Disney Company has decided to do something for their brothers too. Hey, it’s the boys’ turn! Disney is launching new initiatives, targeting entertainment products at the hitherto elusive market sector of boy children aged 6–14. The company is rebranding its cable and digital TV channel Toon Disney (currently available in 72 million US households) as “Disney XD”, offering programs based around action and adventure themes, videogames and skateboarding. There will also be a new boy-friendly website, DisneyXD.com, featuring music, games, videos and social networking capabilities. Disney’s sports affiliate ESPN will provide sports content. Says Rich Ross, president of Disney Channels Worldwide: “We looked at the landscape and felt that girls are being served, but boys really haven’t been”. The new plan should do much to even out the battle of the sexes. Source: WARC News
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