Design Management Group

Disney consumer electronics

Disney recently entered the consumer electronics market with a range of products clearly embodying the Disney brand, and aimed at the 'Kids' (6-12 yrs) market segment. The products are sold through major retailers such as Circuit City, Sears and Amazon.

Disney selected frog design to create a range of products which clearly communicated the Disney brand image and which would appeal to kids. Three variants emerged: 'Classic' (inspired by Mickey Mouse), 'Princess' and 'Buzz & Beyond' (Disney-Pixar).

The initial product range, introduced in Autumn 2002, consisted of 2-way radios and cordless phones using Motorola technology (Motorola/Disney). The range was expanded in May 2003 to include a TV, DVD player, CD player, Radio, Alarm clock, Karaoke microphone and CD/Radio 'Boombox', in conjunction with Memcorp.

The new products are manufactured by Memcorp Inc's Memorex Electronics, who have production facilities in mainland China.

This case illustrates how distinctive new products can be brought to market by collaboration between a group of companies bringing together brand, technology, product design, manufacturing & distribution.

Further information

• Disney Consumer Products (this is an https site)
• frog design integrated design case
• Memorex electronics
• Motorola
• Press release announcing second group of products

All trademarks acknowledged.