Disney launches Disney Junior toy line

Star-studded event at US Toy Fair welcomes the new range.
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Disney Consumer Products (DCP) unveiled a colourful assortment of more than 130 toys inspired by four series on Disney Junior, the programming block on Disney Channel that will also launch as a 24-hour channel expressly for kids age two to seven and their families on March 23rd.

Mickey Mouse and Minnie Mouse were joined by special guests Sharon Osbourne and David Arquette, voices of Mama Hook and Skully on Jake and the Never Land Pirates, to treat the toy and entertainment industry audience to a light-hearted talent show previewing new toys and upcoming content.

The range is inspired by Jake and the Never Land Pirates, Mickey Mouse Clubhouse, Minnie’s Bow-Toons, and Doc McStuffins, a new animated series set to debut on Disney Junior next month about a six-year-old girl, who heals toys and stuffed animals out of her backyard clinic.

"Disney Junior has proven to be a favourite with preschoolers and their parents; consumer response has been so strong that it has generated tremendous demand for products and resulted in our most robust Disney preschool toy line ever," said J.D. Edwards, senior vice president, media networks licensing for DCP.

Osbourne and Arquette were each presented with custom-made toys inspired by their characters, while guests enjoyed a sneak preview of Jake and the Never Land Pirates: Peter Pan Returns, a primetime special premiering tonight at 7pm EST/PST on Disney Channel.

Key toys from the new Disney Junior toy line include:

Jake and the Never Land Pirates – The series ranked as 2011’s number one cable TV series for boys aged two to five. A new toy line releasing in June will feature plush, role-play and accessories from Just Play and action-oriented play sets and figures from Fisher Price, including:

Jake’s Pirate Ship (June 2012) – Based on Bucky, Jake’s ship in the series, the pirate ship rocks and rolls when pushed along a surface, with Skully smartly perched on the lookout. Kids can join Jake and his crew to live a pirate’s life through multiple pirate-themed phrases and songs. Kids can also fire water out of the cannon or stage a croc attack.

Mickey Mouse Clubhouse delivered last year’s number one pre-school telecast for kids aged two to five and inspired an imaginative toy line of space-themed play-sets and figures. This year, Fisher-Price has developed a new line featuring interactive play-sets, figures and vehicles inspired by the upcoming Mickey Mouse Clubhouse special, Mickey and Donald Have a Farm, premiering this fall. Mickey Mouse will also move like never before with a new feature plush. Key toys releasing in 2012 include:

Mickey’s Farm Play Set (August 2012) – Kids can create their own farm stories with Mickey Mouse and his friends with the new play-set that features animal sounds and farm music. Character figures and animals can go for a spin on the dance floor, and a silly hand moves between the silo and windmill.

Master Moves Mickey (August 2012) – Decked out in his dance gear, Master Moves Mickey dances and interacts, showing off some never-before-seen break-dance moves, ending in a signature handstand. Mickey features original music tracks, funky beats and plenty of humour.

Minnie's Bow-Toons is based on a popular episode of Mickey Mouse Clubhouse, and the new series of shorts finds Minnie and Daisy Duck running Minnie's Bow-Tique, a specialty shop which stocks only bows and bowties.

Highlighting the themes of friendship, fashion and travel, DCP will introduce an adorable pink and polka-dotted line of Minnie Mouse toys including kitchen and fashion-themed role-play from Just Play and dolls and accessories from Fisher Price.

Minnie’s Kitchen (August 2012) – The colourful, multi-level play-set has everything girls need to cook up their own kitchen adventures. Featuring multiple flipping functions, the set includes a sink that flips to a hidden cutting board and dish rack that flips to a hidden blender. Features a frying pan to flip a Minnie-shaped pancake and flipping recipe book for inspiring new ideas. The kitchen includes Minnie’s voice and kitchen sounds.

Doc McStuffins – Debuting next month, this imaginative animated series features six-year-old Doc McStuffins, who communicates with and heals stuffed animals and toys out of her backyard playhouse clinic. There will be a new assortment of products from Just Play, including:

Time for Your Check Up Doc Doll with Lambie (August 2012) – Girls can sing along to the entire ‘check-up’ song with Doc as they nurture their own toys. Doc speaks more than ten phrases and can bring Lambie to life with the touch of her stethoscope, which activates with lights and sounds.

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