Kmart and Disney Introduce Real Magic For Real Life

Kmart and Disney Introduce Real Magic For Real Life
New Line of Exclusive Apparel Features High-Fashion Appeal

Today, with a cameo appearance by Mickey Mouse, Kmart and Disney magically debuted a colorful and fun new line of Disney-branded apparel at Kmart's Astor Place store in New York City.

The sportswear, sleepwear and swimwear collection, exclusively offered at Kmart stores nationwide, was unveiled to consumers through a high-energy fashion show. The majority of the Disney Kids and infants clothing line is designed without Disney characters, a first for Disney, and lets parents mix and match their choices with other Disney character clothing also offered at Kmart.

Chuck Conaway, chief executive officer of Kmart said, "The new Disney apparel creates strong destination appeal for Kmart. Parents looking for clothing options that bridge the gap from newborns to young children can look to this collection as a high-quality, and tasteful choice. We believe this line will exceed customer expectations and especially please fashion-conscious little girls."

Andy Mooney, president of Disney Consumer Products, said, "We are pleased to give parents for the first time the option to choose from both character and non-character Disney clothing at their local Kmart store. The new line builds on Kmart and Disney's reputations for offering a wide range of high- quality, value-oriented merchandise to families."

Non-Character Designs Make High-Fashion Statement Girls

Influenced by the latest fashion trends, the Disney Kids apparel collection for girls boasts details such as embroidered floral designs, fringe trims and glitter.

The girls' debut assortment includes capris, lace-up front pants, skorts, zip-front pucker tops, shortall sets and swimwear featuring flower appliques and "mirror" centers. Vibrant pink, turquoise and lime dominate the color palette of this collection. Visors, caps and hair accessories coordinate with the collection to complete an adorable ensemble. Ankle-high socks in the same fun colors match back to the clothing and are sold in four-packs for $4.99. Apparel in the girls' collection ranges in size from 4-6x and retails from $7.99 to $12.99.

Delicate details -- ruffle edges, v-neck pucker tops and embroidered Gerber daisies -- adorn the girls' 100-percent cotton pajamas. Soft blue, pink, lilac and yellow are used throughout the design of the sleepwear sets that have either long or capri-length bottoms and short sleeve tops. In addition to the fashion details, Tinker Bell, Snow White and Sleeping Beauty have been incorporated into the styles of the first girls' sleepwear that retails for $12.99.

All of the clothing will be updated with five new collections a year. The second assortment will arrive in stores in early April.

Boys

The Disney Kids boys' apparel, durable and sporty for active lifestyles, is available in select Kmart stores, including those in Los Angeles, New York City and Orlando, Fla. The debut assortment includes shorts in khaki and navy and two crew-style tops with color-block striping in combinations of red and blue or navy and orange. A polo-style top is available in blue and yellow. This selection ranges in size from 4-8 with tops priced at $9.99 and shorts at $12.99.

Infants & Toddlers

The 100-percent cotton coveralls, jumpers, shortall sets and one-piece outfits available for newborns to size 5T bear sweet embroidered messages. Coordinating hats and booties are packaged with many of the outfits that retail for $12.99. Updates to the collection will occur each month and will consist of two or three new outfits.

And, of course, consumers with affection for all-things Disney will still find favorite Disney characters highlighted in subtle designs on select clothing already offered at Kmart stores.

Additionally, consumers who prefer to shop online will find select merchandise from the new Disney collection on Kmart's Web site, BlueLight.com.

In-Store Signage and Displays Capture Disney Magic

Enchanting in-store signage features lifestyle photography of boys, girls and babies laughing and playing, placing the essence of Disney in Kmart aisles.

"The displays showcase warm and inviting colors and engaging, larger-than- life images that clearly highlight for consumers where the Disney fun begins," said Conaway.

Some of the ceiling signs tout whimsical sayings that link distinctly- Disney scenarios to the new brand of Kmart-exclusive apparel. In one example, a reference to the Little Mermaid reads: "Mermaid or Princess? It all comes down to clothes." Another example for the newborn and toddler clothes references Prince Charming and reads: "Finally, your Prince has arrived (and nicely dressed, too)."

In-store fixtures are topped with smaller versions of the ceiling signs and will change seasonally.

Print and TV Advertising Campaign Support the Collection

Produced by New York City-based TBWA/Chiat/Day and directed by Academy Award(R) nominee Spike Lee, a 30-second commercial breaks Thursday, February 28, and will air on network, spot, cable and syndicated television nationwide in a six-week flight.

Print advertisements in several parenting and general interest magazines such as People, InStyle, Essence and Parenting will hit mid-April. The collection will receive front-page placement in Kmart's weekly circular on Sunday, March 3.

Disney and Kmart Share Direct-to-Retail Licensing Agreement

The new non-character apparel is the culmination of Kmart and Disney Consumer Products' direct-to-retail licensing agreement signed in February 2001. The agreement marked the first mass-market, direct-to-retail license signed by Disney in the United States and includes all Kmart stores in the U.S. and Puerto Rico. Under the direct-to-retail model, Disney licenses its characters and brands to leading retailers rather than third-party manufacturers and distributors. Retailers source and manufacture products directly for sale exclusively through all channels of their retail outlets. Today, Disney has 12 direct-to-retail agreements with key retailers globally.

Kmart Corporation is a $37 billion company that serves America with more than 2,100 Kmart and Super Center retail outlets, and through its e-commerce shopping site www.bluelight.com.

--Posted February 26, 2002

Source: KMart Corporation Press Release