While the Disney Cakes & Sweets cake decorating partwork continues to sell well for us, the bigger benefit is that it part of a broader Disney opportunity for us. We have Disney products from four other suppliers and this enables us to tell a bigger Disney story.
It falls on us as retailers to source branded products with which we can tell a story and thereby achieve more from products which, on their own, may not have sold so well.
Brands like Disney licence their products to suppliers who can extend the reach of their brands. This is why we see several suppliers of licenced brand products. Put in the work to connect the dots and it pays off through a better retail story.
The Disney brand is back in right now and almost anything can sell from a magazine to a gift costing well over $100.