Mouse House adds electronics room

TV sets, DVD players, radios among Disney-fied wares

They’re putting Mouse ears on boomboxes.

Disney will announce today what execs call a major new consumer products initiative involving a new line of Mouse-branded audio and video products.

Inventory is already en route to stores, featuring products such as a 13-inch TV set with detachable Mickey shoes and ears. Others branded items include a DVD player, a personal CD player, AM/FM radios and the stereo boombox.

Circuit City, Sears and Target have signed aboard to carry the licensed merchandise, designed by Silicon Valley-based Frog Design. They will be manufactured by Weston, Fla.-based Memcorp.

“The introduction of new audio and video products indicates our continued commitment to developing an entire family of Disney Electronics that bring magic and innovation to the segment,” said Andy Mooney, chairman of Disney Consumer Products Worldwide. “It makes perfect sense for Disney to product real electronic products for children that not only have features inspired by Disney characters but also provide an ideal way to showcase Disney’s entertainment content.”

There weren’t any immediate estimates available on the anticipated impact on the bottom line in Mouse’s consumer products division, which could use a boost. A downturn in the U.S. retail environment prompted substantial slippage in unit perf over the most recent quarter.

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