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An animated range - Disney to push home lines in 2009

Published: 4 December 2008
Disney is looking to expand its market share of home products by branding some of its biggest names on to a series of new ranges in 2009.
The corporation, better known for its films and theme parks, has been steadily building its home range through deals with Argos and more recently B&Q.

Famous for their traditional characters, like Micky Mouse, Disney is relatively new to the home improvement arena, but is rapidly building on the marketability of new acts like Hannah Montana, High School Musical and Camp Rock.

European sales director, Carl England, told diyweek.net sales through Argos were up 60% last year and improved by 83% this year, fuelled by the new 'tween market'.

Mr England, who joined Disney in February from Timberland, said: "Even with the economic downturn people are still going to decorate their children's room and there is always a Christmas and always a birthday so there's always a market."

In the UK Disney is looking to build or create working relationships with B&Q, Homebase and Focus DIY.

The brands mainstays for 2009 will be wall décor, lighting, outoor living, storage and paint, while they'll be looking at growing their ranges in lawn and garden, bath and hardware, bedding and furniture, window coverings, flooring and seasonal products.

Disney plans a big push for 2009 concentrate on a new outdoor range, while a lot of this will be themed play equipment, there'll also be a range of garden wares.

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