When it comes to turning toons into toys, it’s not all fun & games

Jim Hill

16 years ago

Kathy R. wrote in to say:

Thanks for reviving Jim Hill Media’s Why For column. I’ve got some retail-related
questions that I’m hoping you can answer.

Earlier this week, I stopped by my local Disney Store to
pre-order my copy of the “Bolt” DVD. And while I was in the store, I looked at
all of the “Bolt” toys that they’ve got on display. Which got me thinking: How
does Disney do this? Get all of these playthings out onto store
shelves just as “Bolt” was hitting theaters? Who co-ordinates this effort? How
long does it typically take?

I hope that you can answer my questions.

Dear Kathy R.

Hmmn. That is an interesting set of questions. So – in order
to get you some definitive answers – I spoke with Mary Beech, the Vice
President & General Manager of Global Studio Franchise Development for Disney Consumer
Products. And she was nice enough to walk me through the procedure that DCP
follows in order to turn a new Disney animated feature into toys, apparel, etc.

Mary Beech, VP & GM of Global Film Franchises, Disney Consumer Products

“It’s actually a pretty involved process,” Mary explained.
“24 months out, Disney Consumer Products executives and our key creatives sit
down with the filmmakers and then see a pitch for that production. At that
time, we’re introduced to who the main characters in this movie are and what
the overall theme of this film will be. From there, we then begin brainstorming
with the directors and the film’s lead animators about how to properly
translate all of these characters and their story into DCP’s 5 lines of
business: Toys, Fashion and Home, Food, Heath and Beauty & Stationary and Publishing.”

Mind you, Disney Consumer Products didn’t always enjoy this sort
of early access. Beech credits John Lasseter, the Chief Creative Officer at
both Walt Disney Animation Studios and Pixar Animation Studios, for really
kicking open the doors for DCP. Giving them an actual part to play in the
production process.

“John really gets what Disney Consumer Products does. He
understands that the products that we create actually extend the Studios’ storytelling,”
Mary continued. “Kids see our movies. They then buy our toys and play with
them. Which means that they’re now living our stories at home. Which is why
it’s crucial that the products that we create actually live up to these
stories. That they always be on model and have character accuracy.”

Which can sometimes be a challenge, given how volatile the process of
producing a full length animated feature will often be. Which is why it’s important
that Disney Consumer Products now has a rep on site at the Studios. Who meets
every other week with each film’s producers so that they can then be kept
abreast of any story changes and/or character design changes that may have
happened.

“By working this closely with the film-makers, we can stay right on top of these productions. We can also develop a comprehensive style guide
for each & every film,” Beech said. “Which we then make available to our master
licensors. So that they can deliver a finished product which will be on model,
that will accurately depict each character.”

Of course, these increased levels of cooperation at the
Studio do come at a cost. Lasseter now holds Disney Consumer Products to a higher standard. Particularly when it comes to toys, John insists that each
item be visually appealing as well as have enormous play value.

“Thankfully, we have lots of great partners who are also concerned
about these very same issues,” Mary stated. “Take – for example – that Princess
Tiana fashion doll that Mattel showcased at Toy Fair last month. They did a
terrific job of matching Tiana’s likeness. But more importantly, Mattel created
a doll that kids will really enjoy playing with.“

Now as to these toys’ delivery schedule … DCP typically likes
to have product that’s tied to the release of a particular motion picture out
on store shelves at least six weeks prior to the arrival of that film in
theaters. However, in the case of “The
Princess and the Frog,” because DCP execs anticipates that a lot of little
girls will want to dress as Princess Tiana this Halloween, you should expect to
see some TPATF products at your local mall as early as September.
Some 10 weeks out from this film’s recently-pushed-up November 25th release
date.

From a rough sketch pinned up to some animator’s wall to the finished product rolling off of an assembly line somewhere, turning toons into toys really is a fascinating procedure.
When asked about what her favorite part of the process is, Beech
admitted that she just loves taking the
product samples by WDAS for the lead animators to inspect.

“These guys have spent months drawing a character that – up
until now – has only existed on paper,” she smiled. “And then you get to walk
into their office and hand them the plush version of that character. Only then
do they realize that this character is going to live on long after they finish
working on this film.

As for her least favorite part of the job … Mary admitted
that it’s sometimes tough to be working on projects that she can’t really talk with her friends or family about. Take – for example – what’s she’s doing right now.
Which is working on the product lines that are related to the Company’s releases for
the latter part of 2010. Which – if you’re working the math here – means that
Ms. Beech is right in the middle of dealing with the toy lines that will take
their inspiration from “Toy Story 3.”

I’ll say this much: Mary really knows how to keep a secret.
Though I peppered this poor woman with dozens of questions, she wouldn’t spill
the beans about any of Disney / Pixar’s releases for 2010. The closest she
would come to betraying the Company’s confidence was admitting that – because
Ms. Beech talks a little bit about her job at
home – her 5 year-old now really, really, REALLY wants to see “The Princess and
The Frog.”

Anyway … That’s the Reader’s Digest version of how Disney
Consumer Products gets all those toys to market just ahead of the films that
they’re tied to. Mind you, I deliberately left out a few steps in this process.
The 3D modelers. How DCP locks down the look of each product seven months out. But at least now you have some sense of how truly
involved this procedure is.

Long story short, Kathy R., it’s not all fun & games when
it comes to how all those “Bolt” toys actually made it into your local Disney
Store.

That’s it for this week’s Why For, folks. Remember, if you
want to see your own Disney-related questions answered as part of this JHM column,
please send them along to jim@jimhillmedia.com.