2017 Brand Directional Overview

NPD 2015 YTD - Top 10 Toy Properties

YTD 15 Total Toy Market up 5.5% vs YTD 14

Frozen #1
Toy
Property
Combined DP
+ Frozen
Barbie +31%
declined to #3 $177 M

MH declined
from #3 2013 to
#18 in 2015

Source: NPD Data Jan - Apr 2015

 State of the Business - YTD 15
Even with Core Princess Declines, Total Princess/Frozen up 32% YTD
Launch Categories (Dolls, Role Play) are showing moderate gains YTD in total as Frozen growth has slowed
and we continue to see declines on Princess

Seeing strong gains in multi categories as Frozen expansion from fall 14 extends sales into Spring

Gain/(Loss) vs 14 Disney Princess Frozen Princess + Frozen $ Change vs LYTD

Total Toys ($16M) $57.6M $41.6M +31%
Total Dolls ($2.6M) $3.9M $1.3M 2%
Role Play ($3.9M) $8.5M $4.5M 21%
Multi Property Total ($9.5M) $45.3M $35.8M 83%
Arts & Crafts $0.8M $2.7M $3.4M 133%
Construction ($2.9M) $4.1M $1.2M 11%
Games & Puzzles ($1.3M) $4.7M $3.3M 103%
Plush $1.1M $5.5M $6.5M 171%
Ride Ons ($2.0M) $5.5M $3.5M 61%
Youth Electronics ($0.9M) $7.5M $6.6M 507%
All OtherToys ($1.7M) $8.1M $6.3M 204%

Source: US NPD. For INTERNAL USE ONLY. Not for Distribution or Presentation outside of DCP.
 YTD 2015 Girls Properties
Disney Girls Properties hold 4 of the Top 10
Disney Princess has declined, but still holds as #3 girls property

Barbie is gaining back volume and share, but not compensating for declines in Monster High

New Fall 2014 entrant Shopkins gained significant volume

Hello Kitty, LaLaLoopsy and Sofia the First continue to lose share

Littlest Pet Shop seeing gains YTD (TV series launch)

% Change vs. YTD 14
>100% Frozen $106M

8% Barbie $81M

(18%) Disney Princess $71M ($75M, -14% with CLA)

8% MLP $43M

9% Lego Friends $38M

(26%) Monster High $36M

n/m Shopkins $30M

(2%) Doc McStuffins $25M

(32%) Sofia the First $15M

(31%) Hello Kitty $14M

75% Littlest Pet Shop $14M

(16%) LaLaLoopsy $13M

3% Ever After High $12M

Source: US NPD YTD April. For INTERNAL USE ONLY. Not for Distribution or Presentation outside of DCP.
Top 100 Properties (Girls) - Full Year 2014
$1,600 $1.4B

11 Properties
$1.3B

7 Properties
Disney drove the girls
$1,200 business, with 4 of the
top 10 girls properties,
delivering a higher per
Retail Sales (000)

property average than the

$800 competitive set

- With Frozen removed,

the per property average
is still higher.

$400

$0
Disney Other Girls
Source: US NPD Top 100 Toy Properties. For INTERNAL USE ONLY. Not for Distribution or Presentation outside of DCP.
 Hardlines Financials
Significant Growth in Disney Girls Portfolio with Expanded Content Support
Princess/Frozen & Disney Junior remain the key portfolio drivers

Expanded age targets (older girls, tween) help to balance portfolio and drive overall growth
in a year of Frozen Decline
+4%
$1,800 -1% +24% Excl.

+16% Excl.
Frozen
+24% Frozen
-13% Excl.

Frozen

$1,350
WSS (000)

Frozen
$900 Tsum Tsum
Star Darling
Live Action
Hannah
DCOMS
Disney Channel
Disney Jr Girls
$450 CLA/BATB
Moana
Elena
Fairies/Tink
Palace Pets
Princess*

$0
2010 2011 2012 2013 2014 2015 2016 2017
 Looking to Retail 2017
$3.0B*

$2.7B
13 NEW Properties

$3.0
*Assuming 3% growth each
19 Properties
year, the girls portion of the
top 100 properties hits $3
+6 Properties
billion in 17

$2.0 Current Disney plans

assume a more significant
Retal Sales (000)

growth (+30%)

- 7 new properties in contention

With growth in Disney, the

remaining share of the girls
$1.0
+7 Properties volume decreases - with
increasing competitive
properties

- 6 new introductions
Other Top 100
Disney
$0.0
2014 2017
Source: US NPD Top 100 Toy Properties. For INTERNAL USE ONLY. Not for Distribution or Presentation outside of DCP.
 New Girl Brands
Preschool Girls 7+
Age Girls Girls Preschool Girls Young Adult

Manufacturer Spin Master Mattel MGA Entertainment Cartwheel Hasbro Spin Master

Timing Spring 2015 Fall 2015 July 2015 Sumer 2015 Fall 2016 2016 TBD

Digital Content, TV
Digital Content, TV
Specials, Made- Digital Content, TV Digital Content, Digital Content, TV
Content Support Specials, Digital Content
For-Videos, Specials Feature Film Specials
Publishing
Publishing

Three witch best

friends who go New universe that Twin Genies who Poppy learns to The trio goes on
Story Its good to be a
through real empowers girls to grant wishes for show her true adventures to save
Bratz
problems in true potential their human friend colors the world
magical world

Wonder Woman,
Characters Supergirl, Batgirl,
Hazel, Lavender, Chloe, Yasmin, Buttercup, Bubbles,
Harley Quinn, Shimmer & Shine Poppy & friends
Posi Jade, Raya, Sasha Blossom
Bumble Bee,
Poison Ivy, & more
2017 Key Questions
1. How do we eectively grow a robust and
competitive portfolio of Disney Girls brands?

2. How do we fully maximize our embarrassment of

riches and gain much needed space at retail?

3. How do we better leverage stories and characters

to capture extraordinary power, mind and heart?
 2017 Key Questions

How do we eectively grow a robust and competitive

portfolio of brands?
 2017 Key Questions
How do we reestablish/increase relevancy of Disney Princess?

Daily Content

Messaging/Frequency

Be True to Story

Product Innovation
 2017 Key Questions
How do we we sustain relevancy in Frozen and retain older girls?

Faithfully Represent the Story

Leverage New Stories

Present Frozen as a Headsnap

Never Before Seen Innovation

Bridge the Gap to Frozen 2

 2017 Key Questions
How do we launch new Disney Girls brands?
 Princess Properties Brand Positioning
Girls 7+
Age Girls 2-5 Girls 4-7 Girls 4-9 Girls 5-9 Girls 5-9 Young Adult

Brand Disney Princess Elena, empowered Moana, a fierce,

Enchanted Frozen The ongoing
Positioning dreams, creates and Crown Princess of
adventures of
independent, action Theatrical retelling of
Avalor, learns how to world infused with adventure Polynesian
celebrates the most the classic story of the
Elsas ice magic that Rapunzel exploring the Princess, and her
magical adventures, rule her Latin-inspired iconic princess Belle,
focuses on the love of the unknown story of relationships and
each woven around a kingdom with the help Beast and her
two sisters and their what happened after journey across
empowered heroine. of family, friends, and enchanted friends.
extended family. Tangled Oceania.
magic.

11 Princesses Leader who is Latina Two sisters and family New Story/Adventures New Theatrical Story Retelling of Story
Attributes Distinct Stories Friendship & Adventure Ice Magic Long Powerful Hair Ocean Adventure Theatrical and Classic
Distinguishing Attributes Enchanted Power Humor/Adventure Tower Mystical Power of Maui Dancing

Pink, Glitter, Sparkle, Red Dress, Scepter,

Story Sisters, Ice, Swirling Long Magic Hair, Rose, Mirror, Stained
Empowerment, The Family, Magical Ocean
Snowflakes, Castle Purple Dress, Painting Glass, Tea Party
Dress, Magic, Friends Creatures
 2017 Key Questions

How do we fully maximize our embarrassment of riches

and gain much needed space at retail?
 Unprecedented Girls Content

4x More Content

2009 2010 2011 2012 2013 2014 2015 2016 2017

And More Disney Content Than Ever For Girls
Disney Girls has three stand-alone portfolios against all key demos,
Preschool, Girls and Tween, with more coming...

Preschool Girls Tween

 2017 Key Questions
How do we fully maximize our embarrassment of riches and gain much
needed space at retail?
Debundle our Franchises

Drive Adjacencies IRT/RBD/Licensing Unified Approach

Establish Outposts by Demo Speak to Stand-Alone Brands

SKU/Subcategory
Secure Space Across Toys
Rationalization

Seize this unique unprecedented moment

Spring 2017 Space Allocation & Adjacencies
Girls

4 ft. 2 ft. 6 ft. 10 ft. 2 ft.

Preschool Tween Incremental

4 ft. 4 ft. 3 ft. 2 ft. 3 ft. 2 ft. 2 ft. 1 ft. 3 ft. 2 ft.

Secure Outposts Across Toys Targeting Girls, Preschool and Tween

 Fall 2017 Space Allocation & Adjacencies
Girls

4 ft. 2 ft. 8 ft. 12 ft. 4 ft.

Preschool Tween Incremental

6 ft. 6 ft. 4 ft. 2 ft. 3 ft. 2 ft. 2 ft. 1 ft. 4 ft. 2 ft.

Secure Outposts Across Toys Targeting Girls, Preschool and Tween

 2017 Key Questions
How do we grow outside the Top 3?
Top 3 only account for 65% of Sales

Specialty 1. Leverage co-brands such Lego/Doh Vinci, Melissa & Doug, etc.

2. Launch collectible initiative

1. Channel specific development on key SKUs

Value
2. Maximize Holiday ad programs

1. Channel specific development on key SKUs

Drug/Grocery
2. National promotions, partnerships and tie-ins

1. Turn-key online, DIY, and customization opportunities

New Product Types

2. Publishing collaborations/co-packs
 2017 Key Questions

How do we better leverage stories and characters to

capture extraordinary power, mind and heart?
 Dimensions of Play

Engaging Aesthetics Open Ended Play Replay the Story Mimic Mom Imagine If

Psychological play/developmental research tells us that girls respond most favorably to open-ended play
Aesthetics - Glitter, sparkle and color, are primary decision drivers at retail (60% buying decisions made in-store
Girls seek empowerment and want to possess the magic
Imagination and everyday co-exist and toys are used to explore her world
 2017 Key Questions
How do we tap into emerging ways to play and realize new revenue streams?

Micro

Paper

3D-Printing

Wood
Consumer Insights
 Frozen has highest
brand anity across all
Brand Anity
age groups by far! Like$a$Lot$
Moms$of$Girls$2=5$ Girls$6=7$ Girls$8=9$ Girls$10=12$
80%$

63%$
59%$ 56%$ 59%$
50%$ 50%$ 47%$ 50%$ 47%$ 50%$
41%$ 44%$ 44%$
39%$ 36%$ 38%$
34%$ 35%$
29%$ 31%$34%$ 28%$
33%$32%$
25%$ 25%$
14%$

Disney Princess &

Barbie are closely
aligned across all age
47%$ 50%$
groups 44%$ 43%$ 43%$
38%$ 39%$ 38%$40%$ 37%$ 36%$ 35%$ 35%$ 35%$ 37%$
34%$33%$ 32%$ 34%$ 32%$
30%$
27%$ 28%$ 28%$25%$
25%$ 22%$
19%$ 20%$ 19%$ 18%$
9%$
 Top 10 Toy Brands
$Top$10$Toy$Brands$Owned$ Owned
Moms$of$Girls$235$
62%$ 54%$ 52%$ 52%$ 52%$
Frozen highest!
47%$ 46%$ 42%$ 41%$ 34%$
Next tier all equal

to each other.

Moms$of$Girls$637$
Barbie higher than 74%$ 67%$
Frozen, but Frozen
58%$ 52%$ 50%$
37%$ 36%$ 35%$ 35%$ 33%$
catching up!

Next tier all close

to each other.

Moms$of$Girls$839$
70%$
51%$ 50%$ 47%$ 44%$ 43%$ 40%$ 39%$ 33%$ 30%$
Barbie highest by far!

Frozen distant second.

Q.##Does#your#Girl#own#any#tradi3onal#toy(s)#(e.g.#dolls,#stued#animals,#play;sets,#etc.)#from#the#following#brands#or#characters?#Select#all#that#apply.#
Base:#Total#Moms#(2015#data)#
 Brand Strength: Girls 2-5
Frozen is the strongest property by far! Disney Princess is also still very strong and purchase interest
is higher than for competitive brands!
Purchased$last%% Played$with%in%% Purchase$interest$in%the%%
3%months% last%3%months% next%3%months%
Very%Likely%

35%$ 60%$ 42%$

25%$ 50%$ 33%$

24%$ 49%$ 26%$

20%$ 48%$ 25%$

16%$ 41%$ 24%$

 Top Toy Attributes: Moms of Girls 2-5
Although many attributes are common amongst brands, some are differentiating and should be leveraged
to create distinct positioning and products
Moms%of%Girls%2,5%
Are%based%on%great%stories%%(dieren8a8ng)%
Has%beau8ful%dolls%%(dieren8a8ng)%
Are%popular%with%my%child's%friends%(dieren8a8ng)%
Are%fashionable%(dieren8a8ng)%
Spark%my%child's%imagina8on%
Are%fun%to%collect%(dieren8a8ng)%
I%feel%good%about%when%my%child%is%playing%with%it%
Moms%of%Girls%2,5%
Are%the%latest%trend%among%children%(dieren9a9ng)%
Are%popular%with%my%childs%friends%(dieren9a9ng)%
Are%fashionable%(dieren9a9ng)%
Are%based%on%great%stories%(dieren9a9ng)%
Has%beau9ful%dolls%
Sparks%my%childs%imagina9on%
Moms%of%Girls%2,5%
I%loved%as%a%child%(dieren8a8ng)%
Are%fashionable%(dieren8a8ng)%
Encourage%independent%play%
Has%beau8ful%dolls%
Oer%a%variety%of%ways%to%play%
Sparks%my%childs%imagina8on%
Moms%of%Girls%2,5%
Has%beau3ful%dolls%
Are%based%on%great%stories%(dieren3a3ng)%
Are%popular%with%my%child's%friends%
Encourage%independent%play%
Spark%my%child's%imagina3on%
Are%the%latest%trend%among%children%
Moms%of%Girls%2,5%
Are%based%on%great%stories%(dieren8a8ng)%
I%feel%good%about%when%my%child%is%playing%with%it%
Encourage%independent%play%
I%loved%as%a%child%(dieren8a8ng)%
Encourage%ac8ve%play%
Are%popular%with%my%child's%friends%
Are%high%quality%
Moms%of%Girls%2,5%
Encourage%independent%play%
I%feel%good%about%when%my%child%is%playing%with%it%
(dieren?a?ng)%
Spark%my%child's%imagina?on%
Encourage%ac?ve%play%(dieren?a?ng)%
Are%educa?onal%(dieren?a?ng)%
Oer%a%variety%of%ways%to%play%(dieren?a?ng)%
 Top Toy Attributes: Moms of Girls 2-5
Leverage all
attributes for Princess & Attributes
Frozen: stories, popular,
Stories are dierentiating for Princess, Frozen, Sophia & Minnie
fashionable

Popular with childs friends is dierentiating for Princess & Frozen and common with Minnie

Fashionable is dierentiating for Princess, Frozen & Barbie

Opportunities
for Princess & Frozen: Beautiful dolls is common with Princess, Frozen, Barbie & Sophia, but only dierentiating for Princess
more variety of ways to
play, sparks my childs Collecting is only an attribute for Princess and is dierentiating
imagination, active
play
Feel good about my child playing with it is only dierentiating for Doc

Variety of ways to play is only dierentiating for Doc with it is only dierentiating for Doc
Additional
Opportunities for Sparks my childs imagination is a common attribute for all, but not dierentiating
Frozen: more beautiful,
more collectible Active play is common to Doc & Minnie, dierentiating for Doc

Educational is only an attribute for Doc and is dierentiating

 Top Toy Attributes: Girls 6-8
Attributes for Girls 6-8 are different from Moms of Girls 2-5
Girls%6,8%
Are%fun%to%play%with%by%myself%(dieren?a?ng)%
Are%toys%that%Ive%played%with%for%a%long%?me%(dieren?a?ng)%
2015%
Are%fun%to%collect%
Are%fun%to%play%with%when%Im%with%other%kids%(dieren?a?ng)%
Are%some%of%my%favorites%(dieren?a?ng)%
Are%toys%I%can%play%with%in%a%lot%of%dierent%ways%(dieren?a?ng)%
Girls%6,8%
Are%fun%to%collect%
Are%fun%to%play%with%by%myself%
Are%fun%to%play%with%when%I'm%with%other%kids%
Are%toys%that%I've%played%with%for%a%long%?me%
Are%toys%I%can%play%with%in%lots%of%dierent%ways%
Are%toys%that%lots%of%my%friends%like%
Girls%6,8%
Are%toys%that%lots%of%my%friends%like%(dieren?a?ng)%
Are%fun%to%collect%(dieren?a?ng)%
Are%fun%to%play%with%when%Im%with%other%kids%(dieren?a?ng)%
Are%fun%to%play%with%by%myself%(dieren?a?ng)%
Are%some%of%my%favorites%(dieren?a?ng)%
I%want%for%my%next%birthday%(dieren?a?ng)%
Girls%6,8%
Are%fun%to%play%with%when%I'm%with%other%kids%(dieren?a?ng)%
Are%fun%to%play%with%by%myself%(dieren?a?ng)%
Are%fun%to%collect%
Are%toys%that%lots%of%my%friends%like%
Are%toys%I%can%play%with%in%lots%of%dierent%ways%(dieren?a?ng)%
Are%toys%that%I%want%more%of%
 Top Toy Attributes: Girls 6-8
Leverage all
dierentiating attributes
for Princess & Frozen:
Attributes
play by self, play with
friends, favorites Play by self is dierentiating for Princess, Frozen & Barbie

Played with for long time is dierentiating for Princess

Opportunities for Play with other kids is common to all girls brands and dierentiating for Princess, Frozen and Barbie
Princess & Frozen: more
collectible (Birthday),
Favorites dolls is dierentiating for Princess and Frozen
more variety of ways to
play, want more
Collecting is common to all girls brands, but only dierentiating for Frozen

Want for Birthday is only an attribute for Frozen and is dierentiating

Additional Opportunities Variety of ways to play is dierentiating for Princess & Barbie, but not even listed as attribute for Frozen
for Princess: more of
what my friends like
My friends like is common to Barbie and MLP, dierentiating for Frozen, but not listed as attribute for Princess

Want more is only an attribute for Barbie, but not dierentiating

 Girls Who Currently Play With...
Also play with... Also play with... Also play with...

66% 69%
77%

69% 58% 56%

60% 53% 54%

49% 43% 46%

47% 41% 36%

Girls who play with Disney Princess & Frozen are also playing with the same competitors dolls
Barbie provides a wide variety of play
MLP provides animal play
Doc McStuffins provides nurturing play
Hello Kitty provides collecting play
There is an opportunity for Princess & Frozen to incorporate play patterns/themes, where there is a fit
with our individual princess and their unique stories
Source:Disney Consumer Insights Girls Tracking Study July 2015 Snapshot
 Girls Who Currently Play With...

Girls 2-8 Girls 2-10 Girls 3-10

Also like to... Also like to: Also like to:

Play with dolls Play outside Play with dolls

Watch TV Watch TV
Watch TV
Play/Hang out with family
Play Outside Play Outside
Play with dolls
Play/Hang out with family Play/Hang out with family
Play dress up/role play
Play dress up/role play *Arts & Crafts
*Arts & Crafts
*Arts & Crafts *Listen to music
*Listen to music
*Listen to music

Girls who play with Disney Princess, Frozen, and Barbie like to do the same things

Girls who play with Princess, Frozen, and Barbie also like to do arts & crafts and listen to music,
indicating an opportunity to incorporate these activities into our products

Source:Disney Consumer Insights Girls Tracking Study July 2015 Snapshot

 Modern Princess Research
Three Tiers of Extraordinary Play

Three tiers of extraordinary elements drive play and emotional connection,

but power drives play most.

Mind
Power
Curious, Funny, Brave, Strong-Willed,
Powerful, Magical, Glamourous, Strong
Creative, Smart, Intelligent
Heart
Poise, Kind/Caring, Helpful, Beauty,
Down-to-Earth, Free-spirited

Source: Notes from Hasbros Modern Princess Research Presentation 7/14/15

 Modern Princess Research
Potential for Extraordinary Doll Play Incorporating Extraordinary Doll Play

Current dolls could be more overtly extraordinary Enable girls to feel and become extraordinary
-No extraordinary powers built in -Stories - Leverage unique extraordinary elements of each
-Lack extraordinary accessories -Product - Girls crave fresh ways to play, e.g. collecting, customization
-Lack other characters or contextual items -Shopping - Make packaging and retail more extraordinary
-Generic facial expressions -Longevity - Grow with girls to help them age with the brand

Girls are customizing their Princess and Frozen doll play to build out More overtly leverage extraordinary from the stories (Power, Mind, Heart)
extraordinary ecosystems
-Making play more glamorous - building Play-Doh accessories
Product
-Making play more social - adding music to youtube
- Prioritize Power
-Girls play out both classic stories with Princess and Frozen characters, but
also use them to initiate new ones - Glam it up! Theres no such thing as too much sparkle and shine for
Princess and Frozen dolls!
-Sleepover, Rocking it out, Mall
Marketing
Princess and Frozen also have untapped potential for collecting
- Focus on all 3 elements (power, mind, heart) since they all draw girls to the
-71% of girls say they collect things to play with brand, characters, stories, and parents endorse these aspects for girls
-5% of girls are currently collecting Princess and Frozen
Take advantage of untapped opportunities for collecting
There are opportunities for retail and packaging to be more extraordinary
-Retail - Settings in most stores did not bring out extraordinary Make retail and packaging more extraordinary
-Packaging - Looks like all other fashion dolls, static poses, generic imagery

Source: Notes from Hasbros Modern Princess Research Presentation 7/14/15

 Princess Attributes & Activities: Tier 1
Ariel Rapunzel Belle Cinderella
Vivacious, Unbounded, Inquisitive, Free-Spirited, Devoted, Intelligent, Ambitious, Clever, Gracious, Composed, Realistic,
Character Traits
Fearless Animated, Curious Unaected, Compassionate Perceptive

Animal Friends
Mermaid
Books, Mirror, Rose

Adventure, Heart, Humor

Royal Ball

Beautiful Voice/Singing Dreaming of Adventures

Magic Hair
Fairy Godmother

Key Story Beats Above and Below the Sea Enchanted Objects
Painting Glass Slipper
Ocean Friends
Friendship
Finding Your True Self Dreams Come True

Romance/Wedding Loves Power to Transform

Adventurer, Bathing, Beach,
Baking/Cooking, Crafts, Games,
Birthday, Boat, Collecting, Concert,
Day Dreaming, Exploring, Music/
Activities & Hobbies Singing/Dancing, Opera,
Performing, Rescuing, Swimming,
Under the Sea Carnival, Water
Shows, Wedding
Animals (Ocean), Beauty/Glamour,
Current Play
Collecting, Fashion, Family &
Patterns
Friends, Hair, House, Mermaid,
/Themes
Party, Vehicle, Water, Wedding
Bathing, Birthday, Cleaning,
Guitar, Hair Styling, Music/
Singing/Dancing, Painting,
Paper Mache, Picnic, Pottery,
Reading, Renaissance Fair,
Sewing, Slumber, Spa,
Swimming, Swinging by Hair
Tea
Animals (Horse), Beauty,
Collecting, Fashion, Family &
Friends, Hair, House, Party,
Princess, Vehicle, Water
Adventurer, Bath, Balls,
Birthday, Book Club, Caregiver, Animal Care, Bath only, Balls, Birthday,
Day Dreamer, Dinner, Etiquette,
Holiday/Winter, Hostess,
Learning/Teaching, Music/
Dancing/Singing, Reading,
Spa, Tea
Animals (Horse), Beauty,/
Glamour, Collecting, Fashion,
Family & Friends, Hair, House,
Party, Princess, Vehicle, Water
Wedding
Cleaning, Baking/Cooking, Day
Dreaming, Dinner, Equestrian, Harvest
(Pumpkin), Make Overs, Music/Singing/
Dancing, Sewing, Spa, Tea, Wedding
Animals (Birds & Mice), Beauty/
Glamour, Collecting, Fashion, Family &
Friends, Hair, House, Party, Princess,
Vehicle, Water, Wedding

Opportunities to
Activity/DIY, Adventure, Activity/DIY, Collector, Music/
Expand Play Adventure, Collector, Music/Singing/ Collector, Music/Singing/Dancing,
Collector, Music/Singing/ Singing/Dancing, Nurturing
Patterns Dancing, Nurturing (Animals) Nurturing (Animals)
Dancing, Nurturing (Baby) (Baby), STEAM/STEM
/Themes

Source: Disney Princess Consumer Products Brand Book 2015

 Princess Attributes & Activities: Tier 2
Snow White Tiana Merida Aurora
Youthful, Sweet, Friendly, Nurturing, Natural, People Person, Hard Passionate, Fiery, Adventurous,
Character Traits Free-Spirited, Realistic, Elegant, Playful, Patient, Obliging
Cheerful Worker/ Driven
Responsible

Grace and Beauty, Fairest of Them All New Orleans Cooking, Culture, Archery/Bow Baby Princess
Forest Animals Music and Landscapes Determining Your Own Path Fairies
Key Story Beats
Seven Dwarfs Loves Power to Transform Bravery Spinning Wheel
Apple, Mirror Dreams Come True Putting Others Before Yourself Enchanted Slumber
Loves First Kiss, True Love Mother/Daughter Bond Loves True Kiss

Animal Care, Bath Only, Cleaning, Archery, Climbing, Exploring, Feast, Animal Care, Baking/Cooking, Ballet, Balls,
Bath, Cooking, Dinner, Entertaining,
Baking/Cooking, Crafts, Day Dreaming, Fishing, Highlander Games, Hiking, Bath Only, Beauty Care, Berry Picking,
Entrepreneur, Mardi Gras,
Activities & Hobbies Jewelry, Holiday, Home Maker, Music/ Horse Racing & Riding, Music/ Birthday, Costume, Cotillion, Day Dreaming,
Masquerade, Music/Singing/Dancing,
Singing/Dancing, Picnic, Riding, Tea, Singing/Dancing, Picnic, Swimming, Formal, Gardening, Picnic, Sewing, Slumber,
Parade, Sun Bathing, Swimming, Tea
Wedding Tapestry Making Wedding

Animals (Frog), Beauty/Glamour, Animals (Horse), Beauty/Glamour,

Current Play Animals (Forest), Beauty/Glamour, Animals (Forest), Beauty/Glamour,
Collecting, Fashion, Family & Collecting, Fashion, Family &
Patterns Collecting, Fashion, Friends, Hair, House, Collecting, Fashion, Hair, House, Party,
Friends, Hair, House, Party, Princess, Friends, Hair, House, Party, Vehicle,
/Themes Party,Vehicle, Water, Wedding Princess,Vehicle, Water, Wedding
Vehicle, Water Water

Opportunities to
Activity/DIY, Adventure, Collector, Activity/DIY, Adventure (Archery,
Expand Play Activity/DIY, Adventure, Collector, Activity/DIY, Adventure, Collector, Music/
Music/Singing/Dancing, Nurturing Horse Racing), Collector, Music/
Patterns Music/Singing/Dancing Singing/Dancing, Nurturing (Baby, Animals)
(Animals, Dwarves), STEAM/STEM Singing/Dancing
/Themes

Source: Disney Princess Consumer Products Brand Book 2015

 Princess Attributes & Activities: Tier 3
Pocahontas Mulan Jasmine
Independent, Intelligent, Athletic, Curious, Free- Independent, Free Thinker, Brave, Outspoken,
Character Traits Independent, Intelligent, Untraditional
Spirited Honest, Beautiful, Gentle

Finding Your Own Path Family, Honor, Courage Pauper and Princess,
Protecting the Earth and People Doing the Right Thing Genie, Magic Lamp, Magic Carpet,
Key Story Beats
Natures Landscape Putting Others Before Yourself True Love
Spirits Forever Joined Chinese Culture and Landscapes Adventures in a Whole New World

Bath, Gymnastics, Dance (Fan, Ribbon), Horse

Adventurer, Animal Care (Bird, Tiger), Bath,
Riding, Swimming, Swords, Training/Exercise, Tai
Animal Care (Hummingbird & Raccoon), Canoeing, Birthday, Exploring, Jewelry Making, Magic
Activities & Hobbies Chi, Chinese Culture and Festivals (Cherry
Feasts, Running, Swimming Show, Market/Bazaar Shopping, Music/Singing/
Blossom, Spring, Lantern, New Year, Tea
Dancing (Veil) Parade, Treasure Hunt, Traveling
Ceremony)

Animals (Bird, Monkey, Tiger), Beauty/

Current Play Patterns Animals (Forest), Collecting, Fashion, Family & Friends, Animals (Horse), Collecting, Fashion, Family & Glamour,
/Themes Hair, House, Party, Princess,Vehicle, Water Friends, House, Party, Princess,Vehicle, Water Collecting, Fashion, Family & Friends, Hair,
House, Party, Princess,Vehicle, Water

Opportunities to Expand Adventure/Sports (Gymnastics, Tai Chi, Swords),

Adventure, Collector, Music/Singing/Dancing, Adventure, Collector, Jewelry, Music/Singing/
Play Patterns Beauty/Glamour,
Nurturing (Animals) Dancing, Nurturing (Animals), Shopping
/Themes Collector, Music/Singing/Dancing

Source: Disney Princess Consumer Products Brand Book 2015

Category Insights
 Market Trends
Co-Optd Content/
Collectibility Technology
Play Patterns New Media
Low Priced, One is Good, But Integrated Content Ongoing Content
Collect Them All! More Can Be and Play Exposure
Trending Hot Again! Better Bringing stories to life Not just movies/TV -
Cyclical with new Construction + Doll with app integration, publishing, professional
properties, but play House = Lego Friends technology in product webisodes, digital/video
never goes away Construction + Action and accessories games, apps
Figures = Lego Ninjago
 Market Trends
Co-Optd Content/
Collectibility Technology
Play Patterns New Media
Low Priced, One is Good, But Integrated Content Ongoing Content
Collect Them All! More Can Be and Play Exposure
Trending Hot Again! Better Bringing stories to life Not just movies/TV -
Cyclical with new Construction + Doll with app integration, publishing, professional
properties, but play House = Lego Friends technology in product webisodes, digital/video
never goes away Construction + Action and accessories games, apps
Figures = Lego Ninjago

How this could apply to Disney Girls

Micro Worlds Whisker Haven,

(Princess, Frozen) Dolls + Crafting Playmation - Frozen Tinker Bell
relaunch, BATB
Next Collectible Expanded Lego Feature Large Dolls core line magic,
(Multi) Offering BATB enchantment Frozen extended
Pets, Tinker Bell storytelling
 Content Drives Toy Sales
Content Driven Properties Represented 39% of Global Toy Sales in 2014

+9%
0%
$ Sales
% Change
2014 v 2013
$ Sales
% Change
2014 v 2013 without content
with

content

61%
39%

Nine out of Ten Global Growth Properties in 2014 were Content Driven
Frozen, Minecraft, LEGO the Movie, Ninja Turtles, Transformers, Pokemon,
Marvel All Other, LEGO City, Paw Patrol
Source: Disney Global NPD Review. For INTERNAL USE ONLY. Not for Distribution or Presentation outside of DCP.
 Girls Play Patterns: Dolls Challenged
Opportunity in Non-Doll Categories that Align with Princess Strategy

$4 +3%
2011 2014

$3 Yes,
and Girl STEAM/
DIY
Billion

$2 +7% STEAM
+11%
-3%
$1
+41%

$0
Dolls Outdoor Arts & Crafts Games & Puzzles Plush Building Sets
Source: Disney Global NPD Review. For INTERNAL USE ONLY. Not for Distribution or Presentation outside of DCP.
 YTD 2015 Dolls Retail Sales Ranking

-Total Dolls up $80M -Total Fashion Dolls flat

-DP + Frozen is $71M, equal to Barbies $72M -DP and Frozen flat
-All 5 Disney brands total $34 Million compared to Barbie & Monster High
-New Shopkins added $29M
combined total $104M

-Total Large Dolls flat -Total Small Dolls up $40M

-Frozen is #1 brand by far -New Shopkins added $29M
-DP + Frozen total $21M -DP & Fairies are flat, Frozen is down
-MLP and LPS are up (low price point, animal brands)
Source: NPD Data 2015 YTD
 YTD 2015 Top 20 Dolls
2015 YTD % Change

Dollars:
$318M 8%

Units:
30M 25%

ARP:
$10.57 -14%

Source: NPD Data Jan - Apr 2015

 YTD 2015 Top 20 Dolls
Frozen Dolls
going strong in
the Top 5

Collectibility

Fashion Doll
OPP $10

Innovative
Feature Dolls
at the Right Price

Source: NPD Data Jan - Apr 2015

YTD 2015 Girls Role Play Retail Sales Ranking

Disney
Princess +
Cinderella
Live Action
-12% YTD

Total Girls Role Play Top 10 properties increased +22% vs YTD 2014
Disney Girls Role Play increased 25%, largely driven by Frozen, continued growth in Doc
McStuns and a good Spring from Cinderella Live Action
Disney Princess continues to decline, but declines are being oset by Frozen

Source: NPD Data 2015 YTD

 YTD 2015 Fashion Styling/PS Role Play
2015 YTD % Change

Dollars:
+4%
$131M

Units: -9%
16.4M

ARP:
$8.03 +15%

Frozen has a significant showing of top items, but Docs Doctor Bag and Mobile Cart hold the #1 and #3 position
- Those two Doc items represent almost half of the total Doc Role Play volume
Blue Dresses lead the Dress Up segment, with the Live Action Cinderella Dress coming in at #4 Overall.
Source: NPD Data 2015 YTD
Brand Strategies
 Overarching Portfolio Drivers
Content Marketing & Product
Story Retail Space
- Story is queen - the filter for all that we do - Deliver a balanced product portfolio across all franchises
- Stretch our stories to bring forward under-maximized play - Make our space work as hard as possible for us to optimize retail
patterns spacing across all franchises
- Build a compelling case to gain space outside of the core aisle and
Characters strengthen adjacencies
- Be true to our characters - attributes, personalities, leadership
- Maximize the breath of our character line to deliver play Promotions
experiences important to girls - Maximize tentpole windows by aligning all licensee/TWDC marketing,
- Deliver relevant and specific product executions to complement promotional, TV/media activations
each characters unique attributes
Product
Themes - Innovate product through new/expanded play patterns and new
- Leverage each storys key themes and icons as product and features/technology

marketing hook (e.g. Rapunzels journal) - Deliver a broad and balanced price profile comprised of key strategic
price points

- Manage exclusives programs to ensure incremental vs. cannibalistic

 Packaging
Leverage Packaging as primary selling vehicle at retail
Drive Differentiation through strong Disney Princess branding
Create excitement around new segments with fresh new look

Making Packaging work harder to enhance storytelling

Dynamic poses in doll pack-outs
Layering of multi-dimensional chip graphics
Innovative packaging that adds value to consumer
 Publishing
Book + Product bundle adds value to the consumer
Consumers purchase interest in bundles was almost as high at full price as 20%-30% discount
Opportunity to drive story extensions that drive story themes
Toy + Book bundles for Exclusives at retail accounts
Power Promotions/Pallets: Toy + Books on shippers
 Digital
Integration of toy + digital to enhance toy play
Thoughtful integration of Hasbro iPlay capabilities
Integration of Hasbro to Disney digital initiatives, e.g Royal Celebrations
Leverage digital as a promotional vehicle

iPlay Integration Dedicated App Co-Promote w/ App

Princess X X X Drive new ways to engage with Princess

Leverage Playmation as technological

Frozen X component
Engage wide range of consumers with new
Elena X X app
Focus on other digital activation at theatrical
Moana launch
Focus on other digital activation at theatrical
B&B launch
Leverage new content with digital
Tangled X X components
Content Campaign Calendar 2016-2017
2016 Spring 2017 Fall 2017

Dream Big, Princess:

Fairytale Adventures Dream Big, Princess 2017 NEW THEME: Magic?

Frozen Fever & Northern Lights NEW CONTENT: TV Special?

Elena Season 1 Fall Launch Elena Season 2 Series Evolution

Moana Fall Theatrical Release Moana Spring/Easter DVD Release Moana Fall/Holiday DVD Re-Promote

Beauty & the Beast Live Action Release Beauty & the Beast DVD Release

Tangled TV Season 1 Launch

Content Campaign Calendar 2016-2017
2016 Spring 2017 Fall 2017

Dream Big, Princess:

Fairytale Adventures Dream Big, Princess 2017 NEW THEME: Magic?

Frozen Fever & Northern Lights NEW CONTENT: TV Special?

Elena Season 1 Fall Launch Elena Season 2 Series Evolution

Moana Fall Theatrical Release Moana Spring/Easter DVD Release Moana Fall/Holiday DVD Re-Promote

Beauty & the Beast Live Action Release Beauty & the Beast DVD Release

Tangled TV Season 1 Launch

 Disney Princess Brand St0ateg2
Brand
Reposition Brand to Speak to Todays Girl
- Continue driving 3-year global Dream Big Princess campaign
(2016-2018) by rallying around new product theme
- Serve the Yes, and...Girl
Debundle, Strengthen & Deepen
- Deliberately move from multi-princess to focused princesses
- De-Bundle - Celebrate what makes each character unique
versus focusing on what makes them similar
- Strengthen - Highlight the characters leadership qualities, even
in multi-character executions
- Deepen - Tell the story of the characters in the context of their
adventure/journey
Content & Product
Story and Characters
- Leverage individual core princess stories to keep them relevant next
to new franchises
- Mine story for untapped story beats and secondary characters
- Focus on spotlight princesses (Rapunzel, Belle, Ariel/Cinderella)
- Be mindful of new Disney Girls content offerings to ensure we create
the right character and product mix within Disney Princess
Product
- Match each unique characters story, personality, attributes with
activities and play/themes (use Character Attributes chart as guide)
- Translate Dream Big, Princess and the Yes, and...Girl into product
through more active and empowering segments across all hardlines
 Por4folio Management: Managing Our Stor2 Assets
Princesses whose stories have broad appeal with best play application to feature skus and assortments

Tier 1 Younger Younger Younger Younger

Princesses with limited focus and scope that will be supported in assortments

Tier 2

Princesses we will not support with the exception of occassional alternating presence of Mulan and Jasmine

Tier 3
 Por4folio Management: Managing Our Stor2 Assets

Younger Younger Younger Younger

Belle Rapunzel Ariel/Cinderella

Leverage halo from B&B Live Drive core Rapunzel in Spring Drive core Ariel/Cindy in Spring
Spring Action in core line supported with Spotlight Princess supported with Spotlight Princess new
new content content

Broaden in Fall to take Pull back on core Rapunzel and Continue to drive core Ariel/Cindy in
Fall
advantage of DVD release blow out new entertainment TTS Fall supported with Spotlight Princess
line new content
 2017 Content Marketing Plans
Spring Fall
Product NEW THEME TBD: MAGIC?
Theme
Magical Holidays
Mini-Movies
Mini-Movies (DJ) Falalalidays
Interstitials
Interstitials (DC)
Themed Weekends
Themed Weekendsd 25 Days of X-Mas
(ABCF)
Media
Brand Spot #1 Brand Spot #2

Ongoing Programming on Disney Channel and Disney Junior

Home Ent. Spring DVD/BD Release - Tangled Fall DVD/BD Release - Princess and the Frog

PR Dream Big, Princess PR Campaign Year 2 & Stunts

Parks Year-Round Disney Parks Promotions, Events, and Activations

Publishing Dedicated Book Series, Disney Princess Magazines

New Campaigns
Digital Website Update

Year-Round/Seasonal Digital Activations: Website Takeovers, MAKER Content, 3rd Party Takovers, Blog and Social Messaging, Princess App Update

NOT FINAL - SUBJECT TO CHANGE Disney. Dates and details subject to change. Not for public or press. Confidential business planning purposes only.
2017 Spotlight Princesses
 Co-Promotional Suppor4
Media Digital Publishing Synergy/Parks
 Fashion Doll Product St0ateg2
-Refresh $9.99 fashions with focus on balanced color Segment Extensions

palette and headsnap aesthetics

-Solve for articulation in Royal Shimmer, the point of entry New -Harness the action and adventure of Disney Princess to
Core
to the world Empowerment
bring forth a new kind of feature doll and new way to play
Oer complete play and -Drive attach rates and offer complete play with Doll + Harness the power of for girls
stories to drive repeat and Accy (Doll/Horse, Doll/Scene Set) Dream Big, Princess to
expanded purchases oer a new way to play
-Focus on Princesses with inherent adventure attributes
-Focus on mid-price innovation (eg Spin and Swim)
opportunitities
-Deliver more Magical surprises (eg Story Skirt)
-Introduce the Princes and leverage iconic Music New -Leverage Princesses with inherent activity/DIY/STEAM
Activity,
attributes, but dont limit girls options
-Drive increased purchases with varied executions within in DIY & STEAM
-Offer full segment with good, better, best introductions
Tap into the strength of
Fashion & Hair assortments that have high girl-appeal (Brushing, Drying,
Color Change, Embellishment, etc.) STEAM and a girls desire -Comingle opportunities such as Doh, Rebelle, other
Play
-Deliver Good, Better, Best to create -Consider sub-branding
Create multiple purchase -Good: Simple Feature Hair Play/Piece Count (New)
opportunities within tried
and true girl-favorite play -Better: Varied Hair Executions (New) New -Introduce high-end Studio Collection segment
patterns -Best: Lights/Sounds/Mechanical Hair Play (RF) Studio Series
-Tap into the essence of Disney Princess heritage and
-Introduce 2-5 yo friendly fashion play (solve for dexterity) Capitalize on the Princess Guests desire for authenticity
pedigree by oering
studio-authentic designs
-Include unique archival benefits (eg Mini Cel)
-Deliver against duality of water play (Bath/pool & tabletop)
-Develop sub-brand and premium packaging
Water Play
-Approach water as a play location, not a scene location
Expand the world and -Deliver Good, Better, Best New -Solve for seasonal and checklane solutions
oering to fully maximize -Good $9.99 Entry point Color Change (New)
DPs unique strength in Incremental
-Develop Channel Specific product offering across all
water play -Better $14.99 Midpriced simple water feature (RF) segments; insulate and protect Mass accounts
-Best $19.99 New Water Show Innovation (RF) -Return to $5, $10, $15, $20
 Key Fashion Doll Play PaHerIs

Replay the story Fashion Play Water Play Hair Play DIY/Activity

SPA Travel Slumber Party Friendship Beach/Cruise Occupational

 Key Fashion Doll Play PaHerIs

Replay the story Fashion Play Water Play Hair Play DIY/Activity

Good Better = Under $20

Water Play
Best = $20 and above
Character specific execution

Fashion Good Better

Story First Hair Play
Play
Best

Good Better
Lean into key play patterns DIY/Activity
Best
 Key Fashion Doll Play PaHerIs
Good Better Best

Basic Hair Play Feature Hair Play Doll Deluxe Hair Play Doll
$14.99 $19.99 $29.99
 Dimensions of Play
1) Allow girls to play out every moment of everyday with Disney Princess

Bed Time Bath School Recess Beach/Pool Home On-the-Go

Create toys to fit the play moment, not the scene. Bath is a play location, not a scene moment.

2) Allow girls to mimic her world and feel empowered

 Small Doll Product St0ateg2
New
-Introduce newness with highly differentiated fashions, -Extend snap-in feature beyond fashions to playsets and
accessories and snap-ins Signature accessories
Small Dolls
-Develop Snap-ins collectible/wave strategy focusing on Feature
-Explore feature-activated segment (i.e. scene change)
Deliver collectability to highly desirable and collectible objects Drive the whimsy of Little
drive increased -Activate simple mechanical features in playsets/vehicles
-Encourage collectability and newness through a wave re- Kingdom with unexpected for unexpected surprises
ownership and fresh strategy on snap-in fashions surprise and delight
engagement
-Incorporate Princess aesthetics of sparkle, glitter
-Ensure the world is infused with humor and whimsy

-Little Kingdom is a stylized world - fill it with humor and Dierentiate -Aesthetics:Little Kingdom bright and cheery, Frozen
World of Little whimsy snow-encrusted, frosty, icy
Princess and -Do not co-mingle icons, snap ins and fashions between
Kingdom
-Continue to develop the complete world with stand alone
Build the complete world playsets for key Princesses and smaller accessory solutions Frozen
the worlds
with dierentiated for slower turning Princesses Allow girls to play with the -Support the full cast of 11 Princesses and their friends
benefits and increased complete world while and the complete family of Frozen characters
-Reexamine line composition to ensure each sku offers clear maintaining the integrity of
play and unique benefits
each brand

Content Campaign Calendar 2016-2017

2016 Spring 2017 Fall 2017

Dream Big, Princess:

Fairytale Adventures Dream Big, Princess 2017 NEW THEME: Magic?

Frozen Fever & Northern Lights NEW CONTENT: TV Special?

 Frozen Brand St0ateg2
Content
Stand-Alone Brand
- Continue to distinguish Frozen from Princess and manage
Frozen as a stand-alone brand separate from Princess
Story and Characters
- Stay true to story content
Original theatrical release (2013)
Frozen Fever shorts compilation DVD (Fall 2015)
Northern Lights Publishing initiative (Fall 2016)
New content (2017 TV Special?)
- Mine stories for untapped story beats and secondary characters
- Leverage Elsas inherent magic power with snow and ice
Themes
- Leverage storys key themes and icons as product and
marketing hook (e.g. sisters, music, snow and ice)
Marketing & Product
Marketing/Promotions
- Leverage new Frozen brand campaign theme
- Maximize tentpole windows by aligning all licensee/TWDC marketing,
promotional, TV/media activations
Product
- Bridge theatrical with focus on key categories and items
- Differentiate aesthetically from Disney Princess across all product
categories
- Leverage Frozen characters appeal of being empowered, unique and
relatable to girls
- Explore opportunities to create newness through expanding play
patterns/themes that flow from stories
- Continue to find new ways to leverage strong music and sisters theme
 Leverage Content For Untapped Stor2 Beats
2013 2014 2015 2016

Frozen Theatrical Frozen DVD Frozen Fever

Northern Lights

DVD Compilations Digital Content Disney Cruise Line Disney on Ice

Broadway Digital Apps

WDW: Epcot
 All NEW Frozen TV Special in 2017!
2017
Brand new original content
Major network tune-in and watch debut
Significant lead-up campaign
2017 TV Special
Co-promotions with existing Frozen portfolio
Spring/Fall tentpole opportunity
 Fashion Doll Product St0ateg2
- Stay true to story
Retell the Story
- Introduce design refresh of Fashion Doll OPP Asst. $9.99: Classic, Frozen Fever, mix in Kristoff and Oaken
Oer the true-to-story - Solve for articulation in Royal Shimmer Asst., the point of entry to the world
world of Frozen - Be thoughtful in Princess line extensions
- Leverage secondary outfits to drive fashion play (doll + dress, day-to-night: doll + nightgown)
- Focus on features appropriate to Frozen: ice, water, lights
- Deliver innovation and wow on par with the power of Elsa
- Offer giftable solution in Frozen (what is the multi-pack?)
- Offer the complete cast of characters to provide purchase variety
- Capitalize on the power of the Frozen soundtrack
New
Storytelling
- Execute true-to-story product around new content (shorts, TV specials)
(New Content)
- Identify potential feature doll opportunities
Recreate the story

New - Launch an event-level cross-category segment delivering on the power and magic of Frozen that empowers our Yes, and...Girl
Action & - Develop action-oriented way to play with dolls (e.g. Elsa snowflake power, Anna climbing power, Olaf break-apart, etc.)
Aesthetic
- Create head snap aesthetic overlay across all items and packaging with compelling visual cues inspired by the world of Frozen
Bold segment introducing - Full cast focus including Anna: action heroine, Elsa: wielder of ice magic, as well as the broader cast as relevant (e.g. transforming Olaf)
a headsnap look tapping - Explore packaging and branding overlay including sub-segment branding with powerful/action oriented editorial (e.g. Power & Sparkle)
into girls desire for
empowerment - Consider cross-segment application beyond fashion dolls to small dolls, large dolls and role play
- Drive excitement with comprehensive social, digital and TV marketing campaign supplemented by app and Publishing content
 Retaining Relevance & Engaging Older Girls
CLASSIC NEW CONTENT ACTION/AESTHETIC

ENGAGE RETAIN SUSTAIN

Capture new 2-5 entrants and Allow girls to explore Frozen Provide girls a different but
girls early in product life cycle mythology more deeply familiar brand experience offering
older appealing play patterns
 Retaining Relevance & Engaging Older Girls
CLASSIC NEW CONTENT ACTION/AESTHETIC

ENGAGE RETAIN SUSTAIN

Capture new 2-5 entrants and Allow boys to explore the Provide boys a different but
boys early in product life cycle world of Cars more deeply familiar brand experience offering
older appealing play patterns
 Retaining Relevance & Engaging Older Girls
60% of 20% of 20% of
Volume Volume Volume
RETELL THE STORY NEW CONTENT/TV ACTION/AESTHETIC
GIRLS KNOW
Provide deeper look and Oer compelling new way to play through
True to story
allow girls to play the story
non traditional play patterns

Faithful recreation
Use this as a leverage to open up
new category opportunities - large
dolls, Rebelle extension, role play

Powerful, distinctive aesthetic and visual A

dierentiation carried through to PKG

Play into older girls desire for strength and

power

Girls Age 2 Maximize purchase potential of the full girls life cycle 2-7 Girls Age 7
 Small Doll Product St0ateg2
- Drive collectibility in the Small Doll OPP Asst. $4.99
Dolls
- Snap-in feature needs annual theme to promote collectibility
Snap-in Feature

Collect - Distinguish fashion aesthetic from Princess (e.g. Little Kingdom bright and cheery; Frozen snow-encrusted, frosty, icy)

- Encourage collectibility and newness through a wave re-fresh strategy on snap-in fashions assortment
Doll + Fashion
- Introduce new sculpted fashions
Snap-in Feature

Refresh + Collect - Incorporate Frozen aesthetics of snow-encrusted, frosty, icy

- Extend snap-in feature platform beyond fashions to playsets and accessories

Doll + Playset/
- Activate simple, mechanical features in playsets/vehicles for unexpected surprises
Vehicle

Snap-in Feature

- Incorporate technology feature in high-end playset (Castle)

House/Castle

Technology Feature
Content Campaign Calendar 2016-2017
2016 Spring 2017 Fall 2017

Dream Big, Princess:

Fairytale Adventures Dream Big, Princess 2017 NEW THEME: Magic?

Frozen Fever & Northern Lights NEW CONTENT: TV Special?

Tangled TV Season 1 Launch

The TV Series

89
 The TV Series New TV Series Coming Fall 2017
4 Year Story 365 TV
Arch Engagement

Return to an All Time

Favorite Disney Princess
New Adventures on
What Happened After
Tangled?

Themes Long Blond Beautiful

Speaking to Hair is Back!
Older Girls
The TV Series 2017 Release Strategy

Demographic Format Distribution

Targeting older girls - 4-Year Series Plan

extending the reach 4 2-part special TV
of Disney Princess Episode Events
 The TV Series Brand Strategy
Brand & Content Marketing & Product
Differentiated Brand Marketing/Promotions
- Differentiate Tangled TV segments from core Disney Princess line from - Maximize tentpole windows by aligning all licensee/TWDC marketing,
a packaging line look and product perspective promotional, TV/media activations
Story: 4-Year TV Series
- 12 episodes per year Product
- 3 tentpoles, 2 episodes each - Continue to focus on story elements and character attributes unique to
Season 1 (Fall 2017) Tangled to differentiate from Rapunzel in Disney Princess
- Key Characters: Rapunzel, Pascal, Eugene - Focus on stories from season 1
- Key Themes & Icons: journal, there is always more in you, horse, - Mine the content for new characters, locations, themes
unbreakable hair, adventures with Eugene beyond the walls of the - Leverage iconic journal in product
kingdom - Explore new small doll scale for Tangled (micro doll) to further
Season 2 (Fall 2018) differentiate from Rapunzel
- Key Characters: Rapunzel, Pascal, Eugene, dark king, evil Cassandra
- Key Themes & Icons: Rapunzel & Eugene continue adventures beyond
the walls of the kingdom
Season 3 (Fall 2019)
- Key Characters: Rapunzel (as toddler in opening scene), Pascal,
Eugene, dark king, evil Cassandra
- Key Themes & Icons: journal, there is always more in you,
unbreakable hair, Rapunzel as toddler, cooking, painting
 The TV Series
Differentiating Rapunzel
Core Tangled TV
2016
25% SKUs
in line

2017
10% SKUs
in line
Full Royal Shimmer OPP offering Retell the new story
Focus on Rapunzel specific hair play patterns New characters & locations
Focus on iconic locations outside of TV Platform to launch micro/new scales
 The TV Series Fashion Dolls Product Strategy
Core Tangled TV
Spring 2017 Fall 2017
New
Core
- Continue to offer Rapunzel in Sparkle - Showcase new fashions and styling from Tangled TV
Princess Doll Asst. OPP at $9.99 Tangled TV
series
Sparkle Princess

Fashion Doll Asst.

Doll Asst. OPP

New
- Continue to offer Rapunzel in core hair play - Offer story doll asst. based on Tangled TV series
doll asst.
Tangled TV
- Explore key themes/icons and/or secondary
Core
- Feature unique to Rapunzel (e.g. longest characters (e.g. journal, Pascal, Eugene)
hair) Story Doll Asst.

Hair Play Asst.

New
- Continue to offer Rapunzel in core feature - Offer feature doll based on Tangled TV series
doll asst. - Explore story themes of magic unbreakable hair,
Core
Tangled TV
adventures outside the kingdom,
Feature Doll Asst. Feature Doll - Must have feature/technology
- TV advertising candidate
 The TV Series Small Dolls Product Strategy
Core Tangled TV
Spring 2017 Fall 2017
New
Core Little - Continue to offer Rapunzel in the core line - Create a new small doll world for Tangled TV, separate and
Little Kingdom segment Tangled TV
distinct from Little Kingdom
Kingdom Small - Rapunzel items will be inspired and based off Small Doll World
- Deliver world of product comprised of dolls, dolls + fashions,
of storytelling from the classic film Tangled and dolls + playsets, high-end playsets
Doll World
Tangled Ever After - Deliver price/value through high piece count
- Collect and connect the world of product

New
Innovate World - Create a new feature/technology platform for application to
the world of product
Through Feature/ Strategy
- Must be distinct from Snap-in 1
feature/technology platform of
Technology Little Kingdom
Platform

New
- Explore new micro doll scale
Micro Doll Scale - Differentiate from Little Kingdom
Strategy 1
Exploration - On-the-go play and collecting
- Micro dolls in compact play environments
Content Campaign Calendar 2016-2017
2016 Spring 2017 Fall 2017

Dream Big, Princess:

Fairytale Adventures Dream Big, Princess 2017 NEW THEME: Magic?

Frozen Fever & Northern Lights NEW CONTENT: TV Special?

Tangled TV Season 1 Launch

Beauty & the Beast Live Action Release Beauty & the Beast DVD Release
 Brand Strategy
Brand & Content Marketing & Product
Marketing/Promotions
One Brand - Maximize theatrical release by aligning all licensee/TWDC marketing,
- One approach to brand based on live action theatrical release promotional, TV/media activations

with same logo, branding, and merchandising for live action - Explore two possible campaign ideas:

and core line

- Be Our Guest marketing activities/statements/retail-tainment

- Halo eect of the live action movie on core line

- Belles Love for Reading - Position Belle as the smart princess

and partner with Publishing to create product and marketing

Story and Characters Product

- Faithful retelling of the original story in a live action theatrical - Create a cohesive product line that covers both classic and live
release Spring 2017
action product including some SKUs that are targeted to older girls
- Primary characters: Belle and Beast
and collector

- Secondary characters: Enchanted Objects

- Core vs. Theatrical

- In Spring, continue Belle in selected key assortments (fashion doll

Themes OPP, small dolls, and multi) with new shared B&B live action
branding

- Leverage storys key themes and icons as product and

marketing hook
- In Fall, introduce new products focused on B&B live action
theatrical release in limited product categories (e.g. collector fashion
- Music/dancing, magical friends, multiple iconic fashions, dolls)

rose, mirror, books/reading

- Incorporate STEAM elements in product with Belle as the smart
princess (e.g partner with Publishing to create fashion doll + book
bundle)

 Dolls Product Strategy

New
- Offer new Belle fashion doll asst. based on the iconic fashions from the live action theatrical release
B&B Live Action
Fashion Dolls

- Deliver on product and aesthetic that appeals to a wide range of girls beyond our core girl
First purchase into the live
action toy oering

New
- Develop STEAM product that leverages Belles love for reading
B&B Live Action

STEAM Fashion Doll

- Partner with Publishing for opportunities to cross-promote (e.g. fashion doll + book bundle)
Tap into a girls desire to
create

New

B&B Live Action

- Introduce new elements (icons, magical friends, reading) to classic offering
Large Dolls
- Expand offering beyond toddler when story appropriate (baby)
Maximize content through
toddler scale - Develop Fall Belle feature doll that immerses girls in the magic of the story
Content Campaign Calendar 2016-2017
2016 Spring 2017 Fall 2017

Dream Big, Princess:

Fairytale Adventures Dream Big, Princess 2017 NEW THEME: Magic?

Frozen Fever & Northern Lights NEW CONTENT: TV Special?

Tangled TV Season 1 Launch

Beauty & the Beast Live Action Release Beauty & the Beast DVD Release

Elena Season 1 Fall Launch Elena Season 2 Series Evolution

Season 2 Launch:
Series Evolution
 Elena Brand Strategy
Brand & Content Marketing & Product

Stand-Alone Brand
- Continue to distinguish Elena from Disney Princess and Marketing/Promotions
Sophia the First and manage Elena as a stand-alone brand - Maximize tentpole windows by aligning all licensee/TWDC
separate from Princess and Sophia marketing, promotional, TV/media activations
Story
- Empowered and Adventurous Crown Princess Product
- The World of Avalor: Culture and Folklore - Continue to focus on story elements and character attributes
unique to Elena to differentiate from Disney Princess and Sofia
- Magic and Fantasy the First
- Family and Friends - Expand on stories from season 1 & 2 episodes
Character Attributes
- Mine the content one season behind for new characters,
- Multi-dimensional character locations, seasonal themes (e.g. Dia de los Muertos, Navidad)
- Adventure and magic - Expand into new hardlines product categories (small dolls,
- Leadership role and real-life responsibilities outdoor & seasonal, games & puzzles, stationery)

- Disneys first Latina Princess

Themes
- Family/sister, fiesta/party, music/dancing, Latin culture/
folklore, adventure, magic/spirit/wizard
 Franchise Overview
Brand Positioning

Core Target: Girls Age 4-7

Elena is the confident and compassionate

Crown Princess of Avalor, an enchanted fairytale kingdom

inspired by diverse Latin cultures and folklore

Fall 2016 Spring 2017 Fall 2017

Season 2
22 x 22 min episodes
 Product objectives
Provide an immersive, story-rich product line allowing girls to experience the empowerment
of Elena and celebrate family and Latino culture in the magical world of Avalor

Empowered & The World of Avalor: Magic and Fantasy Family

Product Adventurous Latin Culture and
Themes Crown Princess Folklore

Product Deliver Planned and

Leverage Adventurous Focused Assortment
Strategy True to Story Purposeful
Attributes to Differentiate and Product Line
Product - 18-Month Category
from Disney Princess That Speaks to
Family | Magic | Roll Out
and Sofia the First Girls 4-7 Years Old
Culture
Hardlines 18-Month Roll Out
Robust cross-category support in three phases
Fall 2016 Spring 2017 Fall 2017

Fashion Dolls Expanded Fashion Dolls Full Fashion Doll Line

Role Play/Dress Up Fashion Doll Accessories Fashion Doll Accessories
Figures Role Play/Dress Up Small Dolls & Playsets
Figures
Fashion Dolls Role Play/Dress Up
Plush Fashion
Figures
Dolls
Halloween Plush
Arts & Activities HalloweenFigures Plush Figures
Role Play
Arts & Activities Halloween
Role Play
Party, Cards and Wrap Arts & Activities
Stationery
Plush Plush
Party, Cards and Wrap
Stationery
Outdoor/Seasonal
Games/Puzzles

Primary Categories Primary Categories and All Categories

Multi-categories
 LEveraging the Storyline
Fall 2016 Spring 2017 Fall 2017
Characters Characters & Locations Characters & Locations
Season 1 Tentpole Episodes 1-11 Episodes 12-22, Season 2 Tentpole

Introduce the Cast Expand the Cast Full Cast of Characters

Leverage Culture and Fashion Leverage Culture and Fashion Leverage Culture and Fashion

Deliver on magic & girl Deliver on magic & girl Deliver on magic & girl
empowerment empowerment empowerment

Episodic Adventure Episodic Adventure

Explore the World of Avalor

Deliver Seasonal/Holiday
Tentpole Themes
 DollS Product Strategy
- Expand to full cast of characters, refreshing Elenas fashions
- Introduce Scene Sets and accessories such as vehicles (boats, carriages) to offer complete play and drive attach rates
Expanded Core
- Deliver on new innovative, magical features, and leverage the unique music of Elena in a meaningful way
Oer complete play and
stories within fashion dolls
- Continue focus on Avalor culture through cultural booklet insert
- Develop product that empowers girls and delivers on the Elenas unique action adventure traits
- Offer high price, big PR/TV driver, Castle of Avalor

New - Mine content from episodes 1-22 to deliver storytelling that ties to specific episodes
Episodic Content
- Leverage new fashions introduced in episodes
Re-enact storytelling from - Develop scene specific playsets/multi packs that focus on the dynamic of Elenas family and friends
two seasons of episodes
- Build out the World of Avalor as new locations are introduced in the content
New
Tentpole Themes
- Develop product that drives tentpole themes, creating fashions inspired by Navidad and Dia De Los Muertos
Capitalize on tentpole
themes through product - Overlay feature/innovation in these items for potential PR/TV drivers
and marketing

New
World of Small - Introduce new Small Doll scale with unique play pattern to drive collectibility
Dolls
- Build out World of Avalor through village playsets and accessories
Drive deeper purchase - Drive family messaging through collection packs
through new scale - Continue driving relevancy by leveraging small doll segment/play patterns to appeal to the older Disney Junior girl
Content Campaign Calendar 2016-2017
2016 Spring 2017 Fall 2017

Dream Big, Princess:

Fairytale Adventures Dream Big, Princess 2017 NEW THEME: Magic?

Frozen Fever & Northern Lights NEW CONTENT: TV Special?

Tangled TV Season 1 Launch

Beauty & the Beast Live Action Release Beauty & the Beast DVD Release

Elena Season 1 Fall Launch Elena Season 2 Series Evolution

Moana Fall Theatrical Release Moana Spring/Easter DVD Release Moana Fall/Holiday DVD Re-Promote
Year 2
Disney. Dates and details subject to change. Not for public or press. Confidential business planning purposes only.
 Content CampaigI Calendar
Fall 2016 Spring 2017 Fall 2017

Retail October Product Set 2017 Product Line Expansion

November Theatrical Spring/Easter DVD Fall/Holiday DVD

Content
Release Release Re-promote

New Content: Short?

 Brand St0ateg2
Brand & Content Marketing & Product
Stand-Alone Brand
Marketing and Promotions
- Continue to manage Moana as a stand-alone brand separate from - Maximize tentpole windows by aligning all licensee/TWDC marketing, promotional,
Disney Princess
TV/media activations

Story
- Theatrical release of animated movie 11/23/16
Product
- DVD release Spring/Easter 2017
- Focused water play strategy across categories in Year 2 line

- In the ancient South Pacific world of Oceana, Moana, a born navigator, - Continue toys across key categories of dolls, figures, playsets, role play and plush

sets sail in search of a fabled island. During her incredible journey, she
teams up with her hero, the legendary demi-god Maui, to traverse the - Chase break-out opportunities, replace things that are not working

open ocean on an action-packed voyage, encountering enormous sea - Expand into other hardlines categories, including stationery, home, collectibles, and
creatures, breathtaking underworlds, and ancient folklore.
consumer electronics, consumables, publishing
- Moana is inspired by the folklore, history and mythology of the peoples
of Oceana, who view the ocean as a uniting force

- Music is characterized by percussion (especially log drums) and choral

sounds (beautiful and unique harmonies)

Character Attributes
- Moana is a princess, an indomitable, passionate, dreamer with a unique
connection to the ocean

- The mythological figure Maui is a demi-god viewed dierently by the

various islands of Oceana

Themes
- Adventure/exploration/discovery, Oceana history/culture/folklore,
oceans/islands, underwater worlds, music
 Doll Product St0ateg2
- Drive fashion doll line, expanding on story and key themes/icons: adventure/exploration/discovery, ocean/islands/water,
music
- Explore core girl play patterns:
Fashion Dolls
- Fashion: leverage different fashions from the movie; explore opportunity for DIY fashion
- Hair: develop hair play product that is rooted in story and authenticity to Moana
- Water: exploit water as a unique story element differentiating Moana from other Princesses by creating water
segment that plays up on water features (color change, bath play, etc.)

- Continue expanding upon the small doll world

- Drive collectibility through new characters, environments, accessories
Small Dolls
- Explore water segment that leverages boats and other water vehicles from the movie
- Overlay unifying feature/platform that brings world of product to life

Exp
- Complement existing offering
Large Dolls
- Refresh toddler doll with soft water play feature that delivers on key girl play patterns and story (TBD)
- Mine the story to develop doll and friend SKU (TBD)