February 22, 2020

Are Mickey and Minnie Mouse losing their luster? Iconic Disney pair sees drop in merchandise sales

A drop in Mickey and Minnie merchandise sales at the House of Mouse delivered a blow to Disney as the ambassadors of the entertainment giant lost a little of their earning power at the cash register.

Mickey and Minnie merchandise sales at Disney’s theme parks and other experiences were lower in the company’s first quarter, according to Disney’s latest earnings report.

The decline in sales of Mickey and Minnie merch was partially offset by higher revenue from Frozen, Star Wars and Toy Story products in Disney’s Parks, Experiences and Products division.

But have no fear, Mickey and Minnie aren’t on their way out at Disney’s theme parks. The world-famous animated mice, who share a “last” name but have never married, are an essential part of Disney’s DNA. The droop in merchandise sales comes during a lull between a pair of high-profile celebrations at Disney’s Anaheim theme parks honoring Mickey and Minnie.

The iconic pair celebrated their 90th birthdays at Disneyland in early 2019 with a new line of merchandise. Disney California Adventure celebrated the Year of the Mouse in early 2020 with an annual Lunar New Year celebration hosted by Mickey and Minnie. Both events pushed out a ton of merchandise at the parks that was snapped up by fans of the cartoon characters.

Disney parks have more in store for the loving couple. The new Mickey and Minnie’s Runaway Railway dark ride opens March 4 at Disney’s Hollywood Studios in Florida. A carbon copy of the Mickey and Minnie attraction is coming to Disneyland’s Toontown in 2022.

The dip in Mickey and Minnie merchandise sales came at a time when Star Wars: Galaxy’s Edge was opening at Disneyland, Pixar Pier was just completed at Disney California Adventure and “Frozen 2” was getting a big push in the parks — explaining the higher revenue from Star Wars, Toy Story and Frozen products.

Mickey and Minnie are top franchises and continue to perform very well, according to Disney officials. Disney has previously disclosed that its top franchises each generate more than $1 billion annually in retail, including Mickey and Minnie, Disney officials said.

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Logan Capital Management portfolio manager Sara Henry told Yahoo Finance that Disney’s diverse slate of characters and content means a drop in Mickey and Minnie merchandise sales isn’t a big deal.

“Mickey and Minnie are a very small part of the entirety,” Henry said on Yahoo …read more

Source:: The Mercury News – Lifestyle


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