Disney chair spearheads luxury goods sector drive

Disney Consumer Products is ramping up its assault on the luxury goods
sector with the launch of a designer chair from Brazilian furniture
designers Fernando and Humberto Campana.

The Disney chair, made of plush toys, is being rolled out as a limite…

Disney Consumer Products is ramping up its assault on the luxury goods sector with the launch of a designer chair from Brazilian furniture designers Fernando and Humberto Campana.

The Disney chair, made of plush toys, is being rolled out as a limited edition of 25. The chair will be unveiled next week at The Cartoon Chair exhibition at Albion Gallery in Battersea, London.

The launch of high-end home furnishings and products is an extension of a strategy that has seen Disney launch designer clothes ranges, such as t-shirts, in partnership with the Italian fashion house Dolce & Gabbana.

Daniel Ifcher, vice-president of Disney Home, says: "Disney is a company built on innovation and artistic creativity, so we’re excited about the collaboration with the Campana brothers – two of the hottest trendsetters in urban design."

The limited edition chair is the first wave of Disney Home’s long-term strategy to develop trend-driven products sold at high-end retailers. The strategy gained momentum following the global trend sparked by the "vintage Mickey" t-shirts launched in 2002.

Disney has collaborated with Dolce & Gabbana for the past three years and Disney Home aims to use the success of such partnerships "to capitalise on the catwalk-to-home trend".

The Mickey Chair will be created from plush toys of Disney characters, including Mickey and Minnie Mouse and Pluto.

Disney Consumer Products has been building new strategies and products aimed at older age groups. The adult and luxury goods sectors in character-led products is perceived to be a growing area.

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