Meet Disney at the Movies: Company Brings New Movies to Life with Merch
Starting this spring, Disney has a slate of new films coming to theaters. Tapping into the anticipation for another Black Panther as well as the return of Incredibles 2, its consumer product lineup is sure to appeal to fans of every age.
Disney's approach to merchandise at retail for highly-anticipated films like Avengers: Infinity War or Black Panther's Quest is long-term and thoughtful.
"Through collaboration with our partners, we are able to create programs that reach fans and families with new and innovative products and experiences that bring our beloved characters to life," says Josh Silverman, executive vice president, global licensing, global product management and distribution, Disney Parks, Experiences and Consumer Products. "For Marvel Studio's Black Panther, we created the largest assortment ever for a Marvel origin film. Coming off of the record-breaking box office success, we are working closely with our licensee partners to ensure we are meeting demand through ongoing product releases that will continue throughout the year. Black Panther is also featured as part of the robust program for Avengers: Infinity War, which helps create newness in between content releases."
While Disney has a pulse on what moviegoers are looking for, what will the company do with a property that was last seen in theaters back when trucker hats were all the rage?
"We've seen such strong affinity for Incredibles over the last 14 years, which is why it's the most requested Pixar sequel of all time," says Silverman. "Incredibles 2 picks up right where the first one left off. Family is at the heart of this film, giving it broad appeal–from original fans to those meeting the Parrs for the first time–so we had the opportunity to create a cross-category assortment for kids, adults and families."
Look for a robust program for Incredibles 2 with toy partners Jakks Pacific and Thinkway, as well as apparel and accessories partners including Trina Turk, Alex Woo, Stance and INVICTA.
"All Disney parks, particularly Pixar Pier at Disneyland Resort, are an example of how we bring beloved characters and stories to life in new and exciting ways," says Silverman. "With the addition of Toy Story lands at Walt Disney World and Shanghai Disney Resorts, these immersive experiences connect guests to the Disney characters while building anticipation for new stories to come."
There will also be brand-driven activations at Disney parks around the world like Star Wars Force Friday, the annual Minnie Rock the Dots program and the recent Marvel Universe Unites campaign.