Winnie The Pooh


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Winnie the Pooh Branding Strategy

Attributes:
Happy, cuddly, friendship, warmth and compassion.

Reach:

  • Forbes magazine ranks Winnie the Pooh as the second most valuable character with
    $5.6 billion in global retail sales
  • Nearly 100% familiarity among moms of K2-5 1
  • The No. 1 preferred character for gifts among moms of K0-5 2
  • The No. 1 preschool video title for five consecutive years 3
  • One of the top three characters in the plush category 4

Strategy:
Winnie the Pooh is supported by every division of The Walt Disney Company with an
emphasis on original entertainment in the form of theatrical releases, home video
releases, live stage shows, television series, primetime holiday specials, theme
park attractions and radio programming, and a comprehensive consumer
products program spanning a breadth of categories. Following are key
highlights:

  • Pooh’s Heffalump feature film in theaters February 2005 and home video
    June 2005; a comprehensive line of products will launch in support of the
    film and the first new character introduction in over 40 years
  • A Valentine For You Winnie the Pooh TV special (ABC Network February
    2005)
  • Growing Up with Winnie the Pooh (Volume 1 and 2 February 2005 )
  • Disney Learning Adventures (Volume 3 and 4 October 2005 )
  • Disney Live: Winnie the Pooh and the Perfect Day stage show (ongoing)
  • New Winnie the Pooh daily TV program planned for fall 2006 on Disney Channel

Merchandise Inspired by Winnie the Pooh:
Winnie the Pooh began his life as a plush and the best friend of Christopher Robin. Since then,
his story has been told through a range of innovative products derived from two different Pooh
brands. The first, Disney’s Pooh, is based on the character and his friends as animated by
Disney. The second, Classic Pooh, originates from the works of A.A. Milne and E.H. Shepard.
Each style features strongly differentiated art styles, enabling unique licensing and marketing
opportunities.

  • Toys: Infant toys, plush and preschool toys, electronic learning toys, wheel goods, games and puzzles
  • Softlines: Apparel, accessories and footwear for newborns, infant, toddlers, preschoolers, junior and adult women
  • Hardlines: Infant bedding and nursery décor, snacks and beverages, personal care products; party products;
    stationery; greeting cards; gifts and collectibles
  • Publishing: Storybooks, coloring & activity books, novelty books, learning titles
  • Buena Vista Games: Preschool learning, software, games and activity titles
  • Home Entertainment: Home video/DVD titles in release or development