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.

2 comments:

Victoria said...

Might as well. "Ratatouille" was entertaining to adults too.

Anonymous said...

If the food looks as good as the movie I want my bottle of Gustea's Wine!