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Disney Targets Kids With Branded Phones, Two-Way Radios

24 Jul, 2002 By: Hive News

Disney Consumer Products is entering the consumer electronics arena for the first time, with plans to bring to market a range of consumer electronics that combine a unique Disney design language with state-of-the-art technology, Andy Mooney, president of Disney Consumer Products Worldwide said today.

The first products scheduled for introduction this fall in North America and the United Kingdom include a two-way radio and 2.4 GHz cordless telephone manufactured and distributed by global wireless communications company Motorola, Inc. Both products will feature the Disney brand and the Motorola brand name. The global rollout will continue throughout 2003.

“Motorola's excellence in wireless communications elevates these products from toys to top-of-the-line devices that will deliver real quality and performance to an untapped consumer electronics segment -– children ages 6 to12," said Mooney. "Moving forward, we will continue to work with premier companies to expand the Disney consumer electronics portfolio to include products in every category, designed specifically to meet the needs of children and families."

“Motorola's new business relationship with Disney Consumer Products gives us a tremendous opportunity to expand our market to a younger audience. It also facilitates further development of innovative personal communication products for a broad range of consumers consistent with the legacy of Motorola," said Frank Myers, corporate VP and general manager, Motorola Consumer Products Division.

To develop the new Disney consumer electronics portfolio, Disney looked to frog design inc., to be the exclusive global incubator company for the initiative.

Last year frog design began studying the Disney brand and characters, identifying underlying nuances and commonalities to generate an abstract design language exclusive to Disney. As a result, consumers will recognize associations between each new product developed and several Disney characters.

"We are bringing our new electronic products to life by incorporating the characteristics and personalities of Disney characters into the physical and virtual interface of each product," said Mooney.

"Disney has created an ideal opportunity for frog to do what it does best, with some of the most respected companies in the world,” Hartmut Esslinger, co-CEO of frog design, explained. “By combining our talent for innovation with our established relationships in manufacturing, we are able to quickly incubate and launch a line of extremely high quality products with sophisticated designs, primarily for the young and young at heart."

The functionality, size and comfort of each Disney consumer electronics product is tailored to a child's sensibility and world. The new two-way radio (sold in pairs, MSRP $59.99) has a two-mile range, is compatible with all FRS two-way radios and features 14 FRS channels, each with 38 Interference Eliminator Codes to reduce interference.

Additionally, the Motorola/Disney Princess and Classic models and the Motorola/Disney/Pixar Adventure model replace industry-standard electronic call tones with the familiar and engaging voices of favorite Disney characters, including Cinderella (Princess), Mickey Mouse (Classic) and Disney/Pixar's Buzz Lightyear (Adventure). In addition, the two-way radio features easy-to-use visual displays and operational buttons.

The 2.4 GHz cordless telephone (MSRP $59.99), available in the Classic and Princess models, features ring tones inspired by Disney characters, caller ID(b) and a base that uses fun Disney character phrases to "page" the handset if misplaced within the household. The products are expected be available at leading retail outlets and etailers just in time for the holiday season.

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