Disney enlists with AAFES in fight for sales

Sizable new standalone sections of Disney brand consumer products have been created at 15 stores worldwide operated by the Army & Air Force Exchange Service (AAFES).

The merchandising initiative, dubbed “Disney at the Exchange” features a wide range of Disney, Marvel and Star Wars products and will be available in 15 AAFES installations by this summer. The assortment will include dolls, action figures, role play items and clothing, as well as toys and other merchandise tied to current Walt Disney Company theatrical releases and television content.

“Bringing Disney into Exchanges is another example of our continuing desire to deliver top brands directly to military shoppers around the world,” said Col. Tom Ockenfels, the Exchange’s chief of staff.

The sizable new sections will average about 627 square feet and include signage featuring Disney, Marvel and Star Wars logos as well as character images.

“The Walt Disney Company is proud to support the U.S. Armed Services, and it is an honor to bring the magic of Disney, Marvel and Star Wars characters and their cherished stories to service men, women and families around the world through this collaboration,” said Josh Silverman, EVP of global licensing for Disney Consumer Products.

The new departments arrive at 11 U.S. Exchange location next week including, Fort Campbell, Ky., Fort Leonard Wood, Mo., Fort Hood, Texas, Fort Benning, Ga., Fort Bragg, N.C., Fort Belvoir, Va., Travis Air Force Base, Calif., Fort Carson, Colo., Fort Bliss, Texas and two stores at Joint Base Lewis-McChord, Wash.

Overseas location schedule to open in May include Kaiserslautern Military Community Center and Grafenwoehr in Germany; Kadena Air Base, Japan; and Schofield Barracks, Hawaii.

In addition to the opening of Disney at the Exchange,” advanced screenings of the Marvel film “Captain America: The Winter Soldier” will take place for military families on March 29. The movie will open in civilian theaters on April 4.

“Disney was proud to be the first Studio to bring first-run movies to the Exchange’s continental U.S. base theaters last August with Planes,” said Dave Hollis, EVP of theatrical distribution at The Walt Disney Studios. “Disney at The Exchange’ is an exciting continuation of that relationship. We are honored to work with an organization whose mission it is to serve our dedicated military members and their families.”