LPWire: Playhouse Disney's Little Einsteins and Mickey Mouse Clubhouse Ratings Winners

Disney Plays in Preschool; Little Einsteins and Mickey Mouse Clubhouse Are Ratings Winners for Playhouse Disney
My Friends Tigger and Pooh to Join the Party in 2007

Preschoolers around the globe are singing "Meeska, Mouska, Mickey Mouse," yelling "Blast off" and will be signaling for the "Super Sleuths" from Disney's three exciting new Playhouse Disney properties. Disney is building its preschool portfolio with a multi-million dollar marketing effort and broad consumer product programs. Mickey Mouse Clubhouse - currently Playhouse Disney's highest rated show - Little Einsteins and My Friends Tigger and Pooh - to debut in spring 2007 - focus on different aspects of early child development and combine to address the needs of the "whole" child. Disney Consumer Products (DCP) merchandise will feature elements of the interactive learning specific to each show.

"Parents have enjoyed Mickey and Pooh for years, and now a new generation of preschoolers are being introduced to these characters with a fresh CG-animated look. Little Einsteins rounds out a very strong preschool block that blends entertainment with education," said Andy Mooney, chairman of DCP. "Retailers are also seeing potential in these shows and clearing shelf space based on the strength of Playhouse Disney as a preschool platform."

Mickey Mouse Clubhouse

Mickey Mouse Clubhouse (MMCH) premiered in May on Playhouse Disney channels and Disney Channels around the world -- the first-ever same-day global launch of Disney Channel programming. The show, which focuses on problem solving and early math curriculum, delivered the highest rated Playhouse Disney premiere ever with preschool kids 2 -5 (6.2 coverage/ 4.9 national rating) - source: Nielsen Media Research. During May ratings, MMCH was in the Top 5 with Kids 2-5 - surpassing Dora the Explorer and SpongeBob SquarePants. MMCH toys will launch this Fall with all other product categories launching in spring 2007. The toy line from licensee, Character Direct, will feature interactivity and gadgets direct from the television series, as well as new technology and innovation. Name That Song Mickey is a key item in the line - the product features a wireless piano combined with a soft Mickey plush that interactively teaches kids music through numbers.

Little Einsteins

Little Einsteins premiered in October 2005, and at the time, scored the highest Playhouse Disney debut ever among Kids 2-5. Since then, it has consistently ranked as the #1 series with Kids 2-5 against all basic cable competition in its time period (daily, 8:00 a.m., ET/PT). The show, which fosters creativity through music and art, began debuting around the world, most recently in Australia and New Zealand and will next launch in France, India and Taiwan. DCP will launch a broad cross-category assortment of product in spring 2007.

My Friends Tigger and Pooh

Finally, My Friends Tigger and Pooh (MFTP) - to premiere in spring 2007 - will introduce a new generation of preschoolers to Winnie the Pooh and friends, as well as their new friends, Darby and her dog Buster, in contemporary 3D CG-animation. The show teaches life lessons, such as friendship, as well as early earth science. Tigger and Pooh are "Super Sleuths" and the audience helps them solve mysteries in the Hundred Acre Wood. A licensing program is currently in development for mass and mid-tier retail distribution for spring 2008.

--Posted June 22, 2006
Source: Disney Consumer Products

Related Links

    LaughingPlace.com coverage of the Mickey Mouse Clubhouse Premiere at Walt Disney World