Walt Disney is such a large assorted company that they had to set up their own division for their consumer products. Disney Consumer Products (DCP) is a division of the company that engages in merchandising of the Disney brand and Disney properties, includig Disney movies and The Disney television shows. Disney movies and other products that affiliated with the animation department can be considered specialty products due to the company's exclusive image. Affiliated products are the Disney branded merchandise that is inspired by characters from Disney's beloved animated films ranging from apparel, toy, home decor, books, and magazines.
The DCP division has also introduced product lines inspired by Toy Story 3, The Princess and the Frog, The Prince of Pesia: The Sands of Time, Tim Burton's Alice in Wonderland, Tangled, Cars, Captain America, Bolt and Tron. All of these factor in to the company's product mix width. Walt Disney also participates in repositioning which involve changing consumers' perceptions of a brand. The most recent example of this is when Disney brought back 1951 family friendly animation Alice in Wonderland and repositioned it by teaming up with Tim Burton in 2010 transforming the film to a "dark and liely action adventure." The new look targeted 12 to 22 year old's in addition with their merchandise being sold in Hot Topic, a gothic retain store has been developed through sales of licensed Disney Princess merchandise and the newly launched Disney Fairies franchise.
The Disney Princess products have boosted from $300 million since its 2000 launch at the Disney Stores to above the $4 billion mark with being available worldwide. The Disney Fairies have also taken flight and is on track to become a powerful lifestyle brand for 6 to 8 year old girls. The Walt Disney company is a family brand because of it's history and success it has proudly achieved brand loyalty. CHildren who praise Disney and beg their parents to see these heartwarmming films along with purchasing other affiliated products are being gladly rewarded because their parents were once in their child's shoes. Due to parent's positive memories towards Disney, they let their child experiance the jo as well, resulting in Walt Disney's success in being one of the world's largest assorted like it is today.
Walt Disney is such a large assorted company that they had to set up their own division for their consumer products. Disney Consumer Products (DCP) is a division of the company that engages in merchandising of the Disney brand and Disney properties, includig Disney movies and The Disney television shows. Disney movies and other products that affiliated with the animation department can be considered specialty products due to the company's exclusive image. Affiliated products are the Disney branded merchandise that is inspired by characters from Disney's beloved animated films ranging from apparel, toy, home decor, books, and magazines. 
The DCP division has also introduced product lines inspired by Toy Story 3, The Princess and the Frog, The Prince of Pesia: The Sands of Time, Tim Burton's Alice in Wonderland, Tangled, Cars, Captain America, Bolt and Tron. All of these factor in to the company's product mix width. Walt Disney also participates in repositioning which involve changing consumers' perceptions of a brand. The most recent example of this is when Disney brought back 1951 family friendly animation Alice in Wonderland and repositioned it by teaming up with Tim Burton in 2010 transforming the film to a "dark and liely action adventure." The new look targeted 12 to 22 year old's in addition with their merchandise being sold in Hot Topic, a gothic retain store has been developed through sales of licensed Disney Princess merchandise and the newly launched Disney Fairies franchise. 
The Disney Princess products have boosted from $300 million since its 2000 launch at the Disney Stores to above the $4 billion mark with being available worldwide. The Disney Fairies have also taken flight and is on track to become a powerful lifestyle brand for 6 to 8 year old girls. The Walt Disney company is a family brand because of it's history and success it has proudly achieved brand loyalty. CHildren who praise Disney and beg their parents to see these heartwarmming films along with purchasing other affiliated products are being gladly rewarded because their parents were once in their child's shoes. Due to parent's positive memories towards Disney, they let their child experiance the jo as well, resulting in Walt Disney's success in being one of the world's largest assorted like it is today. 
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