When Disney announces that a new angel will be aing its acclaimed appearance ranks, you can bet that bodies booty notice. And aback the California-based ball behemothic appear beforehand aftermost year that Elena of Avalor would be its aboriginal Latina angel and brilliant in her own TV series, the fizz grew alike louder. As the House of Mouse prepares to cycle out the alternation Elena of Avalor on Disney Channel, customer articles ally are lining up abaft the new property. So assured is Disney in Elena that she is not actuality accountant as allotment of the multi-billion-dollar Disney Angel franchise, but as a standalone acreage à la Frozen. And we’ve got a sneak-peek at the company’s TV and CP affairs for its latest additon.
On the surface, the accessible advertise for Disney’s new princess, Elena of Avalor, has all the capacity that accept fabricated Disney the best affluent ball aggregation on the planet.
“We accept a long, acknowledged history cogent the kinds of belief we are activity to acquaint in Elena of Avalor,” says Nancy Kanter, EVP of aboriginal programming and GM of Disney Junior Worldwide. “It has that appropriate mix of bogie tales with the appropriate bulk of ball and humor. We do that a lot for films, and actuality we had to right-size it for the TV screen.”
“There hasn’t absolutely been a angel afore that explores a specific adeptness in this way. We anticipation we could add to the adventure that we appetite to acquaint and use this affluent ambiance for storytelling. ”
– Nancy Kanter, Disney Junior Worldwide
Born from the acknowledged Disney alternation Sofia the First, the antecedent 26-episode analysis of CGI-animated Elena of Avalor will barrage July 22 on Disney Channel US. (It will eventually air beyond 163 Disney Channels worldwide.) While it mines area agnate to Sofia the First, and is affiliated to that alternation through the abracadabra amulet that Sofia wears, the new series’ cultural access sets it afar from all abroad Disney has produced.
“It will be absolutely accessible from the moment you apprehend the aboriginal addendum of the aperture music,” says Kanter. “This alternation is abiding in Latin and Hispanic adeptness and celebrates their affluent traditions in aggregate from architectonics and history, to belief and language.”
Although the activity itself takes abode in the fabulous area of Avalor, the absolute attending and feel of the alternation will arm-twist a real-life Hispanic sensibility. “The characters will use Spanish for agreement of endearment, holidays and food,” explains Kanter. “There is a Latin adeptness throughout—it is article that we accept embraced.”
By featuring a Latina princess, Kanter says the alternation is constant with Disney’s continued attitude of announcement absolute ethics like amplitude and multiculturalism. “There hasn’t absolutely been a angel afore that explores a specific adeptness in this way,” she says. “We anticipation we could add to the adventure that we appetite to acquaint and use this affluent ambiance for storytelling.”
Brought to activity by Sofia the Aboriginal showrunner Craig Gerber, with the advice of arch biographer Silvia Olivas, the alternation targets a amount girls audience and tells the ballsy account of Elena, a angel who allotment to her admired commonwealth afterwards 40 years of exile. Her ambition is to beforehand the acceptable bodies of Avalor into a new era of accord and prosperity. (Elena of Avalor has a standalone narrative, but will affection a crossover adventure with Sofia the Aboriginal during its admission season.)
“She takes the commonwealth aback from an angry enchantress and rallies all the bodies through her leadership,” says Kanter. “She wants to be the best baton she can be.”
Of course, there is a casting of characters to advice in her quest, including her admiring grandparents (part of the Ruling Council), her sister Angel Isabel, wizard-in-training Mateo, and Naomi, a acquaintance with a absolutely non-royal background.“The qualities of leadership, adventuresomeness and adventuresomeness are the focus of this series,” says Kanter. “She is a absolutely empowered, adventuresome and absorbing character.”
While episodes will be appear via the Disney Channel app on July 1, in beforehand of the primetime double-episode rollout in the US afterwards that month, the aboriginal test-market acknowledgment has already met Disney’s expectations.
“People accept been appealing wowed,” says Kanter. “It has accustomed a actual absolute acknowledgment from girls who see the capital appearance as added than a admirable babe who wears a abundant dress and has a talking amulet. Maybe added important, she is additionally an able charlatan and an effective, affectionate leader, too.”
Given Elena’s intricate backstory and toyetic appearance like her bewitched cast and beastly sidekick, Skylar, Disney’s baby licensee Hasbro has aerial hopes for the new angel and her adeptness to accomplish cogent babble in the US$650-million appearance baby category. (In what could be alleged a licensing coup, Hasbro denticulate the Disney appearance baby authorization from Mattel in 2015 and started aircraft its aboriginal ambit in January.)
“Elena is able and adventuresome and d,” says Jean Gomez, VP of business and all-around cast action at the toyco. “Where there is acceptable content—and Disney consistently makes acceptable content—there are activity to be kids who appetite to act out what they see on TV.”
Its aboriginal airing for the cast is the affection 11.5-inch Disney My Time Singing Elena appearance doll, a new access in the bazaar that will reflect both the series’ Latin feel and agreeable elements. The doll’s key affection is Elena’s bewitched amulet that delivers her signature song “My Time” at the advance of a on. The Hasbro band will additionally accommodate accessory characters such as Elena’s sister angel Isabel, who will additionally get the appearance baby treatment, and a molded Skylar figure.
The Disney My Time Singing Elena will retail for US$29.99 and is accepted to ability accumulation administration with a all-around barrage on August 1, alone a brace weeks afterwards the alternation bows on Disney Channel.
Gomez says that for a baddest affairs like Elena of Avalor, there is no charge to delay the accepted nine- to 18-month aeon afterwards a show’s barrage to put the toys assimilate shelves. “Kids are so quick with the ‘see and want’ now,” she says, abacus that Hasbro’s abiding affiliation with Disney has accustomed the companies to advance added time in artefact development and assembly in adjustment to accommodated the bound new timelines that the bazaar demands.
And the accession of a new appearance baby into the bazaar could be advancing at a accidental time for Disney and Hasbro, according to Juli Lennett, SVP and industry analyst for The NPD Group’s US Toys division.
The latest numbers from the Port Washington, New York-based bazaar analysis close announce that the all-embracing appearance baby articulation accomplished two years of growth, acknowledgment to the acceptance of Disney’s Frozen, appear in 2013. The blockbuster blur collection added than a US$500 actor in acquirement beyond all categories in 2014 and 2015. However, with the Frozen affairs crumbling and abacus added categories like architecture sets to its roster, there ability be a beginning befalling for advance in appearance dolls. “I anticipate it’s cyclical,” says Lennett. “When you are advancing off banderole years with such big IPs, that is aloof how it is activity to work. It can’t possibly accumulate going.”
While the toy industry as a accomplished is up 6% in Q1, the appearance baby articulation is not assuming as well, adversity a 5% abatement in the aforementioned period. However, there is no charge to panic. “They had appearance dolls aback in the caveman days,” assures Lennett. “It is a archetypal comedy arrangement that is absolutely not activity anywhere.”
Of course, the stakes are aerial for any access into this category. It is a awfully awash exchange with acute and iconic competition. “Barbie is still the number-one appearance doll,” addendum Hasbro’s Gomez. “I anticipate bodies sometimes balloon that.”
Rounding out the top-three bestsellers in the class are Mattel’s Monster Aerial and Disney’s Frozen. MGA Entertainment’s born-again Bratz and its about newcomer Project MC² are additionally able competitors allusive for fashion-doll dollars.
However, Lennett says the aftereffect of all that antagonism can sometimes aftermath a bigger all-embracing class that will account all above players. “You saw that appear aback Frozen came out,” she says. “It grew the category. The aforementioned with article like Barbie Fashionistas. I’d say Elena of Avalor has the abeyant to abound the category, as well.”
Fashion dolls is not the alone class that Disney will be attractive to agitate up with its new angel property. Josh Silverman, EVP of all-around licensing for Disney Customer Articles and Interactive Media, says a above licensing affairs with a bulk of already-inked deals is in the annihilation for Elena of Avalor.
“We accept focused on leveraging best-in-class licensees to actualize high-quality articles that accompany the adventure to activity in an accurate way,” says Silverman, abacus that in accession to Hasbro, Disney has additionally active Jakks Pacific for a complete band of dress-up accessories and role-play items that will additionally affection agreeable elements such as a role-play guitar, cast and light-up dress.
Other ally on-board the US affairs accommodate Amscam and Disguise, which will bear Halloween apparel featuring all the key characters this fall. Additionally, Franco Manufacturing and Children’s Apparel Arrangement are active up to advance softlines that will hit accumulation retail this fall.
Disney will advantage its own retail outlets by introducing some artefact online aboriginal on June 13, and again in its Disney Stores starting on June 20—weeks advanced of the series’ arrangement debut. In addition, Elena-themed windows will alpha to cycle out at all Disney Store locations in July, and retail behemothic Walmart has committed to acknowledging the affairs with media on Disney Channel throughout all of August.
Retail carrying and advance promises to be able-bodied with Walmart, Target and Toys “R” Us all participating.
Elena of Avalor will additionally be accurate through Disney’s assorted affair parks. She will be alien at Disney Apple in Orlando, Florida in August, and a California-based Disneyland Resort admission accepted to follow.Silverman is assured that Elena will chase in the aforementioned acknowledged glass-slipper-clad footsteps as added princesses afore her. “The amazing adventure of Elena will bell with admirers all over the world,” he says.
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