Thursday
Dec102009

Adidas, House Of Mouse Align For Kids, 'Toy Story 3' Fashion, Footwear

Adidas and Disney are aiming for kids with a new line that combines the three-stripe fashion with Disney characters.December 10, 2009: Adidas and Disney Consumer Products have signed a deal to create a product line targeting infants and children, which would combine adidas Kids top performance products with the company's three-stripe logo with images of such classic Disney characters as Mickey Mouse, Minnie Mouse, Goofy, Donald Duck and Daisy Duck. The adidas-Disney line will also feature characters from Disney-Pixar’s Toy Story, with release and be part of the marketing blitz timed to coincide with the launch of Toy Story 3 in June 2010.

The collection includes footwear, apparel and accessories, and will be available in adidas Sport Performance Stores, sports retailers and online beginning this month. Marketing for the line will include print, online and POP. Overall theme combines Disney and adidas taglines: "For those of you who have a dream . . .  we're here to help you do the impossible. You are what you dream."

“Mickey Mouse remains at the forefront of many fashion trends, and we’re delighted with the way we’ve been able to integrate Mickey and friends into this range,” Pamela Lifford, evp-global fashion & home for Disney Consumer Products, said in a statement. “This new line of kids fashion will be fun for children and appealing to their fashion-conscious parents.”

Disney Consumer Products is the business segment of The Walt Disney Company that extends the Disney brand to merchandise ranging from apparel, toys, home décor and books and magazines to foods and beverages, stationery, electronics and fine art.

“This cooperation is such a great opportunity for two world-leading brands to bring together their expertise and create a totally new fingerprint which combines kids sport, and their love of all things Disney," Pete Brady, category manager, adidas Kids, said in a statement.

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