Disney Scent Targets Preteens

Entrepreneur Daily:

Even more surprising–Disney just announced the launch of a body spray and fragrance targeting 4- to 11-year-old boys.

Scents like Pirates of the Caribbean and Buzz Lightyear will retail between $9.95 and $19.95 and will target boys in Latin communities.

Is this really a necessary product for a ‘tween boy?

According to the president of the Fragrance Foundation, it sure is. “The products will sell well. U.S. males are slower to get into the men’s fragrance arena than European, Latin and South American men. There is an untapped market with huge potential,” said Rochelle Bloom.

More proof that it’s a trend with staying power: ACNielsen reported that sales of children’s cologne and gift sets to Hispanic consumers increased by 7.3 percent in the food, drug and mass channels for the 52 weeks ending June 16.

Perhaps the hottest place to market the Disney aromas is Miami, since the city accounted for more than half of the sales mentioned above.

Photo by Disney.

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