Monday Mouse Watch: The road ahead for Disney·Pixar ‘s “Cars”

Jim Hill

15 years ago

First the good news: What Disney Princess is for little
girls, Cars has become for little boys.

As in: This John Lasseter film
is now one of Disney Consumer
Products’ fastest growing key franchises. Global retail sales of “Cars”-themed licensed
merchandise has generated $5 billion for the Mouse House since this Disney·Pixar movie made its box office debut back in
June of 2006.

Now the bad news: According
to statements that DCP officials made at the Licensing International Expo earlier
this year, global retail sales of “Cars” licensed merch peaked at $2.5 billion in
fiscal 2008 and are now expected to decline.

Which is understandable. Given that we’re still 22 months out from the June 24,
2011 arrival of that eagerly anticipated “Cars” sequel (Which – according to
the domain names that The Walt Disney Company registered just yesterday …

CARS2-WORLDGRANDPRIX.COM
CARS2WORLDGRANDPRIX.COM
CARSWORLDGRANDPRIX.COM
WORLDGRANDPRIX-MOVIE.COM

… this Brad Lewis film will be called “Cars 2: World Grand
Prix,” or something to that effect).

So what can DCP do to keep gas in the tank
of Disney’s newest key franchise? Well, do you remember those “Cars” Toons that were presented on
the Disney Channel, Toon Disney and ABC Family last Fall? Disney Consumer
Product is now using “Rescue Squad Mater,” “Mater the Greater,” “El Matedor”
and especially “Tokyo Mater” as the inspiration for new toys &
apparel.

The first “Cars” Toon-inspired items – that “Mater the Greater Super Stunt Show”
playset as well as those “Rescue Squad Mater” diecast cars — began appearing in
stores earlier this month. As for the line of clothing that will draw its
inspiration from “Tokyo Mater” … Those t-shirts aren’t expected to arrive at
your local mall ‘til sometime in 2010.

Mind you, Disney Consumer Products officials had hoped that
the World of Cars Online would be up and running by now. And that — just like with Pixie
Hollow (i.e. the online component of the Company’s highly successful Disney Fairies
program) — this massively multiplayer online game would then help build &
sustain consumer interest in DCP’s new key franchise.

Unfortunately, though Disney Interactive Media Group’s Disney
Online division had previously announced that this MMO would be open for
business by the Summer of 2009 … To date – with the exception of the site’s
Test Track section (which has been operational since last October) as well as a
contest or two – the World of Cars Online is basically still up on blocks.

On the upside … Just last month, Walt Disney Imagineering
officially broke ground on Cars Land, that 12-acre Disney’s California
Adventure addition which is supposed to
be open for business by the Summer of 2012. In a space that once provided
parking for 2,226 cars, you’ll soon be able to explore Radiator Springs, the
cutest little town in Carburetor County.

Which – the folks at Disney Consumer Products hope – will help
maintain interest in this key franchise long after “Cars 2: World Grand Prix”
has rolled out of theaters. Spurring global retail sales of additional “Cars” merchandise
for years yet to come.

Here’s hoping that the “World of Cars” massively multiplayer
online game actually makes it out of the garage sometime soon. So that this DCP’s new franchise can then
begin firing on all cylinders.

Your thoughts?