Hannah Montana Shops Come to Wal-Mart
January 30, 2008 by Susan Gunelius
Filed under Miscellaneous
Disney (NYSE: DIS) has signed a deal to extend the hottest brand for kids, Hannah Montana, into the biggest retail brand for everyone, Wal-Mart (NYSE: WMT). Simply selling Hannah Montana merchandise in Wal-Mart stores wasn’t enough for the super-hot Hannah Montana brand. Instead, “Hannah Montana Shops” will open inside 750 Wal-Mart stores throughout the United States.
To promote the new deal, Wal-Mart will place targeted in-theatre ads as well as point-of-sale marketing all of which will hype Wal-Mart as the “Hannah Montana Headquarters.” The company will also add an online promotional component wherein customers can pick up “all access passes” at their local Wal-Mart stores, which will give them secret codes they can use to download a special Hannah Montana video.
I’ve discussed Disney’s branding strategy before on Brandcurve, so it’s no surprise that the company wants to extend the Hannah Montana brand as far as it can. With Wal-Mart on board, there will simply be no way to get away from Hannah Montana, and that’s just how Disney likes it.
Sounds like a win-win situation for Disney and Wal-Mart. What do you think?
Tags: Hannah Montana, Disney, Disney channel, Wal-Mart, Hannah Montana merchandise, brand extension, branding, promotion, merchandise
I can tell you from experience as a grandmother to a 7-year-old, anything with the name “Hannah Montana” on it will sell, and Wal-Mart is smart to cash in on this thing. Like all fads, it will die, but Wal-Mart (and Disney) are set to rake in the bucks while it’s still around.
I agree, Jean. Disney and Wal-Mart are masterminds when it comes to capitalizing on fads. This should be a very profitable venture for both companies.
i looooooooooooooooooooooooooooovvvvvvvvvvvvvvvvvvvveeeeeeeeeeeeeeee hannah montanna
i love hannah montana