Disney Consumer Products has faced increasing criticism for contributing to childhood obesity through marketing of unhealthy food to children. In response, DCP adopted three strategies: 1) Licensing characters to Imagination Farms to promote fresh produce, 2) Using Disney stickers on fruits to influence children's purchase requests, 3) Partnering directly with Kroger supermarkets to offer a large line of healthier Disney-branded food products. The strategies aim to position Disney as a leader in addressing the obesity epidemic by promoting water, milk, yogurt, fruit and healthier reformulated foods and portions to children.

1. DISNEY CONSUMER PRODUCTS
MARKETING NUTRITION TO CHILDREN

3. 1923:DEBUT
OF MICKEY
MOUSE IN
STEAMBOAT
VILLE
1932:DISNEY
LICENSING
BECAME A
FORMAL
BUSINESS UNIT
1954:FIRST DISNEY
TELEVISION
PROGRAMME
LAUNCHED
1955:DISNEY
THEMEPARKS
KNOWN AS
DISNEYLAND
OPENED
2004:OBESITY
PROBLEM
STRUCK,DCP
OFFERS FRESH
OFFERINGS

4. MORE THAN 30% AMERICAN
CHILDREN BETWEEN AGES OF 5 & 9
YEARS ARE OVERWEIGHT

5. MORE THAN 30% AMERICAN
CHILDREN BETWEEN AGES OF 5 & 9
YEARS ARE OVERWEIGHT
OUT OF WHICH 14% ARE OBESE

6. INCREASED PORTION SIZES
INCREASED USE OF SUGAR
SWEETENED BEVERAGES
LACK OF EXCERCISE

7. SOFTLINES
BUENA VISTA
GAMES
HOME AND
INFANTS
HARDLINES
PUBLISHING TOYS

8. •
•
•
•
•
•
•

10. BUSINESS
NETWORKS
MEDIA
NETWORKS
STUDIO
ENTERTAINMENT
DCP
PARKS
AND
RESORTS

11. OBESITY LEVELS ARE INCREASING
DRAMATICALLY AND DISNEY IS
UNDER A CONSTANT ATTACK AS A
CONTRIBUTOR TO OBESITY CRISIS

12. DCP LICENSED WALT DISNEY CHARACTERS,VISUAL AND
LITERARY PROPERTIES TO MANUFACTURERS AND RETAILERS
DCP PUBLISHED BOOKS,MAGAZINES,VIDEOS AND
COMPUTER FOR HOME AND EDUCATIONAL MARKETS
DISNEY HELD THE WORLD’SMOST HIGHLY VALUED
FRANCHANISEE CHARACTERS OF MICKEY MOUSE AND
WINNIE THE POOH

13. TRADITIONAL LICENSING
MODEL
SOURCING MODEL
DIRECT TO RETAIL(DTR)

14. WILL DISNEY BE ABLE TO EMERGE AS A LEADER IN
SOLVING THE OBESITY EPIDEMIC ?

15. THERE WAS A GAP BETWEEN WHAT CHILDREN REQUESTED
AND WHAT THE FOODS MOTHERS WOULD BUY
CHILDREN INFLUENCE PURCHASE DECISIONS
IIRESPECTIVE OF THEIR PHYSICAL PRESENCE IN THE
STORE
MOTHERS PERCEIVE DISNEY AS A HIGH QUALITY
BRAND

16. •
•
•

17. •
•

18. “RIGHT NOW,KIDS EAT THE WRONG FOODS—AND TOO MUCH OF THE WRONG FOODS.
THE SOLUTION IS TO PROMOTE HEALTHIER CATEGORIES FOR KIDS LIKE WATER, MILK,
YOGURT, AND FRUIT, REFORMULATE FOODS LIKE COOKIES AND CEREAL TO BE
HEALTHIER AND TO CONTROL PORTIONS,” SAID NDI

19. COMPANY ADOPTED THREE
STRATEGIES TOWARDS CREATING
DISNEY FOOD PRODUCTS

23. DISNEY LICENSED ITS ITS CHARACTERS TO IMAGINATION FARMS , A NATIONAL FRESH
PRODUCE COMPANY TO SERVE AS A LICENSEE TO DCP

24. •
•
•

25. USING PLU STICKERS SO AS TO
DIFFERENTIATE BETWEEN
COMMODITIES LIKE APPLES AND
PEACHES

28. 2nd LARGEST SUPERMARKET
COMPANY
KROGER WAS SELECTED FOR
A DTR RELATIONSHIP
BECAUSE OF ITS
COMMITMENT OF A LARGE
PRODUCT LINE

29. BETTER FOR
YOU PRODUCT
CATEGORIES