It's a small world when it comes to big apparel deals.

New direct-to-retail lines of licensed Disney children's wear are scheduled to hit the shelves of several major stores next year. In a paradigm marketing shift, Disney Consumer Products has inked arrangements with JCPenney, Kmart and H&M. The deals are the latest in an ongoing effort by Disney to revamp the way it licenses brand names.

In the United Kingdom, Tesco signed proprietary contracts, as did Belgium-based Donaldson and Pre-Natal, an Italian retailer.

JCPenney will feature classic Disney properties like Winnie the Pooh and, naturally, Mickey and Minnie Mouse--along with newer characters like Buzz Lightyear. A unique collection, "Disney's It's a Small World After All" will showcase, like the Disneyland and Walt Disney World rides of the same name, children and images from different international backgrounds. The line includes children's sportswear and sleepwear.

"Our agreement with JCPenney marks our first with a department store, and it is an important development in the growth of our direct-to-retail licensing business," notes Andy Mooney, president of Disney Consumer Products Worldwide. "The breadth of JCPenney's distribution coupled with the company's reputation will help us reach a great number of consumers with creative new apparel designs.

JCPenney is also excited about what Vanessa Castagna, its president and coo calls a "window of opportunity" and the chance to work with Disney on the exclusive designs it will offer.

The Disney/Kmart alliance allows the Troy, Mich.-based retailer to create an indigenous line of apparel for its stores as well. Specific designs and classifications, however, are still to be worked out.

These agreements are undoubtedly meant to jump-start Disney's licensing initiatives, which have been the focus Disney's revamped consumer products team. The concept represents a bright spot in a licensing industry that can surely use one.

COPYRIGHT 2001 Lebhar-Friedman, Inc.
COPYRIGHT 2001 Gale Group