Cars 2 set to overtake Toy Story at retail

Katie Roberts

By Katie Roberts

June 10th 2011 at 11:15AM
Cars 2 set to overtake Toy Story at retail

Disney has high hopes for the upcoming sequel, following strong sales every year since Cars was released.

Disney has outlined its plans and achievements in a media presentation ahead of next week's Licensing International Expo in Las Vegas.

The company, which is ranked as the third most recognised brand in the world, (according to Landor Company brand asset valuator for 2011) has grown its merchandise sales at a compounded rate of 12 per cent per year over the past ten years, said Andy Mooney, chairman of Disney Consumer Products.

Focussing on the brands coming up over the coming months, Mooney said that Cars has amassed global retail sales of over $10 billion over the five years since its launch. Merchandise for Cars 2 began to roll out in May and is already on track to meet retail projections that will exceed Toy Story 3's sales last year, 'positioning it to become the largest merchandise programme in licensing industry history.'

The programme will be supported a new Cars Toons animation, which will be shown in cinemas and as a bonus on Disney DVDs, on the Disney Channel and Disney XD, as well as through digital platforms.

In summer 2012, Disney will also open Cars Land - a 12 acre theme park at Disney California and Adventure.

In other brands, Mickey Mouse is continuing its rein as the firm's most popular character and the most valuable franchise in the world by a substantial margin, on track to generate $9 billion in retail sales in 2011.