The Disney Licensee Meeting is the event that every year is aimed at licensee companies that work with Disney to present a preview of the rich and wide range of content Disney, Disney and Pixar, Marvel and Lucas
The 2019 edition, held on July 11, gathered at the Palazzo dei Congressi in Riccione about 400 guests, including licensees and distributors, from all over Italy.
The numerous speeches scheduled focused on Licensing and Marketing, Communication and Retail strategies of the Company that will develop in support of the franchises Mickey and Minnie, Disney Baby, Disney Junior and Tweens, Pixar, Frozen II, Princesses, Marvel and Star Wars – and the new film and television coming in 2020.
“The Disney Licensee Meeting – said Daniel Frigo, President and CEO The Walt Disney Company Italia – is an opportunity to share with partners the creativity and innovation of our content and to convey the values and enthusiasm that inspire us to create an entertainment experience that makes each product unique in the eyes of the consumer.”
As usual, the Licensee Meeting also hosted the Disney Quality Product Awards ceremony, the coveted awards dedicated to the products and campaigns that have distinguished themselves in particular categories in respect of three key elements for Disney: Innovation, Value and Quality. At the end of the day, Jay Visconti – GM Consumer Product Commercialization The Walt Disney Company Italia – assigned the traditional Mickey Mouse statuettes for the six designated categories to the following companies:
Licensee of the Year Disney: THUN – For having been able to interpret and communicate in a unique and original way the icons and classics of our Disney tradition. A perfect combination of the magic of the Disney world and the creativity of a historical partner in home decor.
Licensee of the Year Marvel: FERRERO – For the instore activations of great impact, and the effectiveness of the exhibition areas in all major distribution chains; for the synergistic collaboration with Hasbro, which has seen the implementation of specific retail activities in Esselunga and Carrefour. And for a communication plan that included a captivating digital and social campaign that generated a high level of engagement, with some of the most clicked posts ever on Kinder pages.
Licensee of the Year Lucas: ETRO – From the vision of Kean Etro, creative director of the Etro Uomo line, comes the EtroxStarwars capsule, which comes a few months after the arrival of the ninth episode of the saga celebrates Star Wars, offering iconic garments for collectors. All combined with an innovative communication campaign that has been able to transfer the essence of the Star Wars world from the fashion show to the social media campaign.
Best Retail Promotion 2019: SELEX – With over 2 million soft toys distributed throughout the national chain of members of the Group, Selex was able to celebrate Mickey Mouse’s 90th anniversary with an initiative of great impact thanks to an important communication plan to support it. The Selex Group has also created a limited edition reusable shopping bag celebrating the 90th anniversary. It has also given its customers exclusive commemorative posters, designed for the occasion by Disney artists, in which Mickey Mouse is the protagonist of beautiful images dedicated to the different regional realities, to underline the close link between Mickey Mouse and Italy. Finally, the initiative is completed by a splendid themed competition.
Best Digital Activity 2019: ebay – ebay chose Disney as part of a broad strategy of positioning their brand, increasingly aimed at supporting the purchase of new products. “Heroes’ shopping” is the title of the first campaign linked to Avengers Endgame and followed by “La lampada del Genio funzionante”, an excellent example of branded entertainment shot together with the comic duo Panpers and linked to the launch of Aladdin’s cinema. Disney has developed a 360° strategy for Ebay that integrates production and distribution: not only the realization of the contents of the two campaigns, but also the distribution of all the communication assets through an articulated digital media plan, social, cinema, etc….
Best Product Innovation 2019: ESSELUNGA – in February Esselunga launched in its stores the new CheJoy product line, specifically designed for the target of children that combines attention to nutritional aspects, the quality of ingredients and the goodness of the product to all the fun of Disney characters. The line now has about 40 references and is progressively expanding. CheJoy is now the first complete line of food products available on the Italian market, with great success. The flagship product are
Special Recognition: GUCCI – For the continuous and always particular interpretation of our characters by Alessandro Michele, for the involvement in the celebration of 90 years of Mickey Mouse and for the incredible collection Cruise 2020 which presents more than 80 items. A special thanks goes not only to the excellent creative team of Gucci that always surprises in its proposals, but also to all the Gucci team from the management to the Legal Team that has always shown support, but above all great interest and strong passion in building this effective collaboration.
