2007 Hot Property
Principals: Andy Mooney, chairman, Disney Consumer Products; Eva Steortz, VP of film franchise licensing, DCP
Licensees include: Zizzle and Mega Bloks for toys, Starlite for electronics
The story: Disney’s third “Pirates of the Caribbean” feature, “At World’s End,” is closing in on the billion-dollar mark at the global box office.
And on the merchandising side, Jack Sparrow action figures and other Zizzle toys got a major in-store promotional push at Wal-Mart and Toys R Us this spring, with the latest film installment adding new characters (Asian pirates Tai Huang and Sao Feng, just to name a few), ships, locations, and interactive game elements.
While “Pirates” stationary has sold well with tween girls, the brand’s core lubbers are boys ages 4 to 11. Meanwhile, collectors have even pillaged high-end deluxe action figures sold in Japan.
And many a beauty is smitten with actors Johnny Depp or Orlando Bloom, who take part in product development.
POV: “We have a very, very close working relationship with the studio, director and producer,” says Jim Fielding, exec VP, Disney Global retail sales and marketing. “We develop products simultaneously with the film, very tied to the story.”