The crosswires of Disney Consumer Products Worldwide have locked with surgical precision onto children aged 6-12 in a deal to market Motorola Consumer Products to juveniles across the globe.
The assault is scheduled to commence this fall across North America and the UK, peddling such kiddie must-haves as two-way radios and cordless telephones. The ring tones of the latter include Disney character voices and sounds such as Mickey Mouse singing, The Mickey Mouse Club March, and Zip-A-Dee-Doo-Dah.
The two co-branded products will roll out across the world through 2003 with others likely to follow in their wake. Disney and Motorola remain silent about media and marketing support but could scarce conceal their joy at penetrating a hitherto unexploited market.
“Motorola's excellence in wireless communications elevates these products from ‘toys’ to top-of-the-line devices that will deliver real quality and performance to an untapped consumer electronics segment: children ages six to twelve,” salivated Andy Mooney, president of the Disney unit.
Frank Myers, corporate vp and general manager of the Motorola division was likewise enthused: “Motorola's new business relationship with Disney Consumer Products gives us a tremendous opportunity to expand our market to a younger audience.”
Data sourced from: BrandWeek.com; additional content by WARC staff