TOON DISNEY

Toon Disney had been launched in 1998, but their marketing and distribution efforts had met with limited success. The program we designed to “jumpstart” their brand was compelling and multifaceted. However, the primary reason we were given the assignment was that our strategic recommendations were exactly tuned into the selling dynamics, the competitive set, and the power of the core Disney brand. We not only analyzed the content offerings of the competitive set, but also their day part scheduling strategies, in order to help Toon Disney better position and present its programming line-up.

We also identified the need for them to speak to three distinct targets – kids, parents and cable operators – noting that while kids were key influencers, their parents were the actual decision makers. And that in fact, Toon Disney could speak to and motivate parents by drawing upon key Disney brand attributes.