Disney: ‘Treat us differently at retail’

Ben Parfitt
Retail must plan around Disney product differently to maximise revenue, the publisher’s sales boss has told MCV.
Matt Castle believes that the High Street needs to better embrace the cross-franchise opportunities Disney titles represent – or risk missing out.

“We are unique with our and brand and our offering,” Castle told MCV. “But it does have challenges as well because when we talk about our products there is activity across other lines of our business – there is a lot of planning that goes on a lot earlier than is traditionally accepted within games.

“So the challenge for retail is to get it planned in early and we’ve found that the companies that really reap the benefits such as the supermarkets and the generalists have more of an idea what’s going on across the franchises.

“The thing I’m looking for at retail is to get Disney space so we can merchandise that product together. Under the strength of that brand, we’ve run some trials with some retailers and the sales have gone really well.”

Castle spoke out in the week that Disney revealed its plans for a spring promotion of its Disney on the Go range – boasting a wide range of retail, marketing and trade marketing activities. The campaign will include tagged national press, a three-week TV campaign and a PR push targeting key national and regional press.

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Tags: Retail , games , disney , cross franchise , matt castle

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