Tuesday, June 19, 2007
Disney Moves "Upscale"...
It appears Disney Consumer Products are taking the opportunity of the release of "Ratatouille" to expand into a more upscale market. The Washington Post has an article that talks to Disney Consumer Products Chairman Andy Mooney who waxes on about the strategy for merchandising "Ratatouille":
"Given that so much of the movie is set in a kitchen, it's fairly logical to go from there to a high-end collection,"
Did you like the movie? Well then, how would you like to have food from the restaurant in the movie:
"For the first time, Disney will offer red and white wines to compliment the film's backdrop, a five-star Parisian restaurant, as well as cheese platters, both from Costco Wholesale Corp."
Just like a short while ago Disney ventured into upscale furniture, now they're moving into expensive edibles:
"The upscale marketing push marks a different approach for the company, which for decades made its mark using the mass appeal of family-oriented movies, theme parks and related merchandise."
How do you like that? The Mouse is going to start selling goat cheese... I wonder if they will try to sell us ready to eat frozen dishes of "Ratatouille"? If so, I hope it looks and taste as good as it does in the film.