TinkerBell

The Disney powerhouse brings one of its biggest properties to the DS in Disney Fairies: Tinkerbell. Rob Power sprinkles some fairy dust and wings his way over to Pixie Hollow... 

It’s a strange world sometimes. When J.M. Barrie first dreamt up Peter Pan, the boy who wouldn’t grow up and runs away to Neverland to fight pirates and generally be frightfully immature, you can bet the last thing on Barrie’s mind was the little fairy sidekick he gave his flying protagonist.

The tiny pixie, named Tinker Bell after an uncanny ability to fix pots and pans (like a tinker, geddit?), was simply meant as a foil to the main act, the lad Peter, but she soon grew into much, much more than that thanks to the intervention of those lovely folks over at Disney Studios.

When Disney released its animated version of Barrie’s classic in 1953, the little fairy with the short skirt and the big personality was an instant hit. Trailing fairy dust in her wake, Tinker Bell was adopted by Disney as its official mascot (meant to symbolise the ‘magic of Disney’, which is nice) and swiftly took on a life of her very own, appearing all across the Disney brand and becoming in many ways a bigger star than age-refusenik Peter Pan.

What has happened recently in the ongoing saga of this initially innocuous little character is nothing short of amazing. Demonstrating a canny knack for inventing not only a revenue stream but a whole new story arc where there was previously none, Disney launched the Fairies series of books in 2005, a series that has gone on to huge international success.

Expanding the world of Tinker Bell to include a huge number of other fairies who live in a massive tree somewhere in the appropriately named Pixie Hollow – one of the easier going districts of Neverland – the infinite variety of characters and story lines, not to mention a bit of rootsy Disney storytelling, has seen the series rocket.

As a marker, the first book sold over a million copies in 45 countries, being translated into a whopping 32 languages before becoming a New York Times bestseller. With a huge number of related books following, the series was further established with the launch of its own website and magazine, all aimed at six to 10 year-old girls. A soon-to-be-opened ride at Disneyworld and a huge amount of merchandising have further cemented Fairies as one of Disney’s most successful and therefore more commercially important new franchises.

So, to the game itself. Taking on the role of Tinker Bell, players get to fly around Pixie Hollow, the world she inhabits with her many and varied fairy friends, interacting with other magical folk, embarking on quests and undertaking time-based activities. Colour rich, full of detail and with plenty of the old Disney charm, the aim of the game is to mirror the universe that has grown to be so phenomenally popular amongst fans of the books.

Using the stylus to fly around and explore the place, players can customise their Pixie and get to know a few favourite characters from the novels, including such luminaries as Silvermist, Iridessa and Fawn. A fashion element, whereby players can dress Tinker Bell up and explore their own sartorial tastes is sure to prove popular with the predominantly female audience, with hundred of dresses, costumes, shoes and accessories to chose from and the option to create new designs (with the obligatory heart and flower patterns) also available.

Players can engage in trade with other fairies in the Hollow, whilst earning medals and forming friendships as they undertake the special tasks appointed to them, which could include anything from repairing broken kitchen ware to finding mysteriously missing objects. A host of mini-games, including catching dew-drops, painting ladybugs and tickling silkworms to name but three are sure to keep players occupied in a suitably family-friendly way.

Another interesting touch is the use of the DS’s in-built real-time clock, meaning that environments in-game will reflect the time of year or time of day, whilst on the players birthday a big fairy party kicks off in the Hollow (bring your own food and booze, eight ‘till late).

One of the great things about Disney releases, be they a film, game or even a book, is the safe knowledge that they have broad market appeal to families, and are a form of entertainment that will remain popular as long as kids still enjoy Disney films – which will be, presumably, forever (or at least until the TV is phased out). The target audience for Fairies is not, therefore, 16 year-old lads, but the altogether more realistic option of younger girls.

“We’re primarily targeting six to nine year-old girls and gifters,” comments Disney marketing manager Burcin Ergin. “Walt Disney Studios Home Entertainment will roll out a huge campaign for the launch of the Tinker Bell DVD in November so awareness for Disney Fairies will be high when our game launches. They have already generated some fantastic PR. In addition to this, a number of different lines of businesses within the Disney Company have great Fairies campaigns including Disney Consumer Products, Disney Publishing with Tinkerbell magazine and The Disney Store.”

The DS as a platform is also an inspired choice for Fairies. The handheld has a tight grip on the girls market, and has been a huge hit with younger gamers also. A Disney title on the Nintendo DS is basically a match made in soft and fluffy family entertainment heaven.

“The platform demographic is a really good fit with the demographic of our product,” confirms Ergin. “Pixie Hollow (where the Fairies live) on the Nintendo DS looks enchanting, and the DS also allows fantastic functions such as changing times and seasons. Girls will really feel as if they are part of the Fairies world and be able to immerse themselves. The game will also allow players to swap outfits and play games with their friends.”

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