Is 'Star Darlings' the next 'Frozen' for retailers?
Retailers that depend on Disney products for a big chunk of sales are in for a treat compliments of the company’s new “Star Darlings” line.
On Wednesday, Disney Publishing Worldwide announced the release of Disney “Star Darlings,” an original new property with two novels available everywhere books and eBooks are sold. All-new “Star Darlings” content and products will be released through November, including an accompanying storytelling and lifestyle app, music from Walt Disney Records, an animated series, and a fashion dolls line created in collaboration with JAKKS Pacific that will be available at Justice stores nationwide.
Disney Consumer Products is also partnering with Justice on a multi-channel marketing campaign to help girls discover the magic of “Star Darlings.” Justice will be the retail destination for “Star Darlings” through the fall and holidays, offering a curated collection of books, dolls and limited apparel. A small assortment will also be available at select Disney Store locations and DisneyStore.com.
“’Star Darlings’ represents a fully-realized world where strong, confident girls are front and center,” said Andrew Sugerman, executive vice president, Disney Publishing Worldwide. “We’re excited to announce this all-new, innovative property tailor-made for today’s tween, and the launch of ‘Star Darlings’ represents one of our broadest multi-platform launches to date.”
The “Star Darlings” characters embody the qualities and characteristics of today’s tweens, and have been created to resonate with the audience through a multiplatform lifestyle experience tailored just for them. Each Star Darling has her own wish that she pursues with determination and the help of her friends, and these shared journeys and experiences are designed to inspire tweens to go after their dreams.
Initially conceived by designer Shana Muldoon Zappa, along with her husband, New York Times bestselling author, Ahmet Zappa (Because I’m Your Dad), “Star Darlings” was inspired by their daughter.
“Our intention with Star Darlings has always been to empower every girl – no matter where she was born or what she looks like – to understand that she has what it takes within, to make her own wishes come true...through the unstoppable energy created by positive thinking, taking action and believing in yourself."