Brand: Disney
Since its founding in 1923, The Walt Disney Company and its affiliated companies have remained faithful to their commitment to produce unparalleled entertainment experiences based on the rich legacy of quality creative content and exceptional storytelling.
Disney Consumer Products (DCP) extends the Disney brand to merchandise ranging from apparel and toys to electronics and musical instruments.
Challenge
In fall 2006, after receiving the license for Disney consumer electronics (CE), Griffin International and Starlight Consumer Electronics together were charged with increasing the retail penetration and sales volume for the Disney CE line throughout the U.S. while maintaining the standards of the Disney brand
Solution
Since obtaining the Disney CE license, Griffin International and Starlight have provided product development, retail packaging and displays, sales and marketing support, key retailer insights, and retailer follow-through for all Disney consumer electronics.
Our focus on creating comprehensive Disney retail programs for our retail partners is so intense, that Griffin International has dedicated an entire marketing team to focus exclusively on bringing the strength of the Disney brand within consumer reach.
Results
The results are simple: Griffin International provided a complete Disney solution to our retailers. Under our single-point Disney “umbrella,” retailers are able to customize their Disney CE and accessory product assortments to align with their individual retail strategies.
In December 2006, Griffin International received licensing for all Disney CE accessories, largely thanks to our innovative infrastructure and ability to bring products to market.
Our initiatives have expanded Disney’s consumer electronics distribution, placing more products across more retailers throughout the U.S. And our success with consumer electronics led to Griffin International becoming the collection point for multiple Disney licensees including U.S Music, Digital Blue, Lexar, Leadsinger and Starlight. In short, Griffin International has become a national source for a huge selection of Disney products.
By continuing to cultivate our relationship with Disney Consumer Products (DCP), we remain committed to providing retailers with more popular product options and a larger playing field for Disney’s overall retail success.
