American multibillion dollar entertainment and media conglomerate Walt Disney has signed deals licensing Kenyan firms to use its cartoon labels on local brands.
The firm’s Africa Retail Manager William-John Willis said their nine-month research had shown Kenyan products met global standards that would benefit from innovative segmented marketing.
Mr Willis spoke in Nairobi when he and Brookside Dairies’ Marketing Director Oliver Mary signed a two-year licensing contract allowing use of Disney, Disney*Pixar and Marvel characters on packed yoghurt brands.
The campaign dubbed “Fun.Tastic Goodness” is aimed at encouraging children to drink the firm’s dairy products — from flavoured yoghurt, white milk and flavoured milk.
The products will display characters such as Mickey Mouse and Minnie Mouse, Sofia the First, Frozen, Spiderman and the Lightning McQueen.
Mr Willis said the value of Kenya’s market informed their entry. He said they would license companies keen on using its cartoon characters to sell local brands.
Brookside said it had chosen to market their yoghurt brands due to their fast growth rate, currently at 30 per cent, adding that their dairy products sale had increased by 15 per cent in the past year.
Chandaria, Kenpoly industries
Mr Willis said Chandaria and Kenpoly Industries had also entered into contracts with Disney to embed their products with Disney characters starting next year.
Disney’s Director of Integrated Sales in Africa Luke Roberts said the company was keen on promoting products that encourage healthy living.
The US firm is present in 48 markets employing 6,000 people. Last year it made $55.6 billion in revenues from its Disney brands served via its Disney-branded cartoon channels in 117 countries, cinema screens and a wide range of products sold in retail stores as well as Disney stores.
Kenya Dairy Board Technical Manager Dr Philip Cherono welcomed the marketing campaign, saying higher milk sales meant higher earnings for farmers.