Surely, by now, you know who Disney’s Kim Possible is.
If not, here’s a quick primer: “Kim Possible” is the title character of a surprisingly entertaining animated series that currently airs on both the Disney Channel and ABC. At first glance, Kim would appear to be your typical high school student. Rushing to cheerleading practice. Worrying about homework and/or boys.
But then her Kimmunicator goes off. And — once again — Ms. Possible finds herself charging around the globe, off on yet another adventure. Trying to defeat various super villains with the help of her best friend, the well-meaning but somewhat-inept Ron Stoppable; her brilliant webmaster, Wade as well as Ron’s pet, a charmingly obnoxious Naked Mole-rat named Rufus.
Okay. I know. This may sound like a really unlikely premise for a successful TV show. But ratings don’t lie, kids. “Disney’s Kim Possible” is a really-for-real rating smash. Since this program initially debuted on the Disney Channel in June 2002, both adults and children have been drawn to this cleverly designed, wittily written program.
How big a success are we talking here? Back in May of this year, “Disney’s Kim Possible” was the No. 1 basic cable program on Friday nights from 6:30 to 7 p.m. among kids ages 6 to 11. This made “KP” the first program that has ever aired on the Disney Channel that’s ever come close to clobbering the competition (AKA Nickelodeon).
Of course, when you’re a Disney Company executive and you’ve got a success of this size on your hands, what’s your first thought that runs through your head: That’s right! “Quickly cash in.” Which is why — over the past week or two — a veritable tidal wave of “Kim Possible” merchandise has come rolling into stores nationwide.
Or should I say “store.” For the Disney Corporation is using a brand new play book for the launch of its “Kim Possible” merchandise line. You see, rather than flooding all sorts of stores around the country with “Disney’s Kim Possible” games, toys and action figures, the Mouse has opted to put all of its “KP” eggs in a single shopping basket. Wal-Mart’s shopping basket, to be precise.
Of course, when the Walt Disney Company decides to combine its marketing might with Wal-Mart, you can get that other giant corporations will want to get in on the fun. Which is why Coca-Cola and McDonalds both wound up becoming promotional partners in the “Let’s-try-and-make-as-much-money-off-of-Kim-Possible-as-possible” game.
Want to know how this multi-million dollar promotional campaign is going to play out? Then let me walk you through the approximate timeline:
Saturday, July 12th – A summer-long “Disney’s Kim Possible” promotional event kicked off on the Disney Channel with the airing of all 21 episodes from the first season of the show. Throughout this 10½ hour long block of programming, viewers were constantly reminded that the second season of the “New and Kim-Proved” “Disney’s Kim Possible” would kick off on the Disney Channel on Friday, July 18th.
Friday, July 18th – The first new episode of “Disney’s Kim Possible”‘s second season — “Naked Genius” — aired on the Disney Channel.
Sunday, July 20th – Coca-Cola rolled out its “Disney’s Kim Possible” tie-in promotional campaign. Select packs of Coke Classic will feature Kim Possible Kimmunicator cards inside packaging. Consumers will have to buy multiple multi-packs of Coke product in order to collect all five cards.
Tuesday, July 22nd – The “Disney’s Kim Possible” soundtrack album debuted in music stores nationwide.
Monday, July 28th – “Disney’s Kim Possible” Fashion dolls, Mini-dolls, Mission Ready Poseables, Wigglin’ Characters and plush hit Wal-Mart store shelves.
Also in July: As part of a Wal-Mart specific promotion, Act II popcorn packages began hyping the upcoming release of the “Kim Possible: The Secret Files” video and DVD.
Sounds pretty impressive so far, doesn’t it? Wait. There’s more. Starting in late August / early September, the “Kim Possible” promotional machine really kicks into gear. For this is when the Disney Channel will begin airing ads that will tell viewers that they have to go to Wal-Mart on Saturday, September 6th.
Why for? Well, in a historic bit of retailtainment (“What’s ‘retailtainment’?” you ask. The product of an unholy alliance between retail and entertainment. Think “Planet Hollywood.” Think “Hard Rock Café.” You get the idea, right?), a brand-new episode of “Disney’s Kim Possible” will debut on the Wal-Mart Television Network. So the only way that you’re going to be able to see this show’s world premiere is if you go to your local Wal-Mart, then stand around and stare up at one of those overhead television monitors.
Of course, leading up to this one-of-a-kind event, both the Walt Disney Company and Wal-Mart will really be pulling out the stops. Doing everything they can to cash in on all that “Kim Possible” related-hype.
Tuesday, September 2nd – The “Disney’s Kim Possible: The Secret Files” DVD and video (which will also feature a never-before-seen new episode) hits store shelves nationwide.
Friday, September 5th – McDonald’s debuts a “Disney’s Kim Possible” Happy Meal. The fast food chain hopes to move 50 million premiums (that’s a lot of hamburgers!) as part of this four-week-long promotional campaign.
Saturday, September 6th – Wal-Mart stores nationwide will be hosting a day’s worth of in-store “Disney’s Kim Possible” related activities (I.E. games, contests, giveaways, etc) leading up to the in-store premiere of that special “Kim Possible” episode.
And just a week after this — on Saturday, September 13th — the first episode from the second season of “Disney’s Kim Possible” debuts as part of ABC Kids.
You see what I mean, folks? This is perhaps the largest, most carefully co-ordinated promotional campaign for a children’s television program in the history of the media. I mean, I wonder if this much thought actually went into the planning of the Normandy invasion ‘way back on “D Day”?
Seriously, though … have you ever heard of a promotional campaign that was this elaborate? With this many big-time players involved? It’s clear that Disney and Coca-Cola and Wal-Mart and McDonald’s hope that — with enough hype — consumers will have no choice but to watch “Kim Possible” on the Disney Channel and/or buy “Kim Possible” dolls, DVDS, commemorative soda packages as well as Happy Meals.
Mind you, all of this in-your-face promotional hype might be really offensive … if it weren’t for the fact that “Disney’s Kim Possible” is still a very entertaining program. Produced and created by Disney Television Animation vets Robert Schooley and Mark McCorkle, “KP” is one of those rarer-than-rare shows. A TV program that’s entertaining for both adults and kids. If you haven’t seen “Disney’s Kim Possible” yet, make plans now to check out this program … before all the hype gets to be much too much. You’ll then find that “KP” really is a fun show. Well worth going out of your way to see and/or setting your TiVo to record.
And as for all of this new “Kim Possible” tie-in merchandise … would you believe that — even though all of this Wal-Mart exclusive “Disney’s Kim Possible” stuff has only officially been on store shelves for 8 days now — that a hot, hard-to-collect “KP” toy has already emerged from the pile.
And what toy is that? Would you believe that it’s the “Bloated Rufus,” one of the “Disney’s Kim Possible” bean possible plushes.
And what — pray tell — is a “Bloated Rufus?” It’s this truly funny looking beanbag version of Rufus, the Naked Mole-rat. The teeny pink plush is in the seated position, clutching a taco, while his hugely distended belly protrudes out in front of him. In short, it’s a really doofy looking doll. Which (I’m guessing) is why Wal-Mart is having trouble keeping this particular version of Rufus in stock.
Another hot seller (at least according to the Wal-Mart employees that I’ve spoken with) is the “Bueno Nacho Rufus Wigglin’ Character.” This is basically this bobblehead doll that depicts everyone’s favorite Naked Mole-rat as being dressed in a sombrero and serape while he stands upright on top of an order of cheesy nachos. (Honestly, this “Disney’s Kim Possible” Wigglin’ Character is really not as gross as it sounds. In fact, based on how quickly this Wal-Mart item is moving, it’s pretty clear that a lot of “KP” fans find this particular version of Rufus to be irresistible.)
Anyway, that’s “the sitch” with the on-going massive promotional campaign for “Disney’s Kim Possible.” So now, if you find that it seems like you just can’t escape “KP” this summer … well, here’s the reason why. Okay?
Your thoughts?