This is fucking disgusting, but it works: if you can get children to recognize a brand and its characters early on, you’ll have customers for life. And that’s all they really are — they’re not fans, they’re customers. McDonald’s knows this (Happy Meals, anyone?) and other companies do it too, but now Disney’s taking it a step further. Lovely.
“Apparel is only a beachhead,” said Andy Mooney, chairman of Disney Consumer Products, about the opportunity to crack the estimated $36 billion/year baby product market in North America with everything from bath items to baby food to free theme park tickets for pregnant moms who sign up for e-mail alerts.
“To get that mom thinking about her familys first park experience before her baby is even born is a home run,” said Mooney, adding that a large number of families do not become consumers of Disney products until their children reach preschool age.
via The Consumerist