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Disney woos school kids

Despite television, Internet and other video-games children still want to read, claims Disney Publishing Worldwide (DPW,India). Rachit Vats reports.

business Updated: Nov 22, 2009 20:13 IST
Rachit Vats

Despite television, Internet and other video-games children still want to read, claims Disney Publishing Worldwide (DPW,India).

With this thought in mind Disney Publishing Worldwide launched its vernacular comics portfolio in April this year, which is already clocking 50,000 per month. Adding value to its portfolio, the company has now launched a new range of curriculum based workbooks — Smart Beginnings for the preschoolers (2-4 years) and School Skills for kids aged 5-7 years. The workbooks are designed to fill the curriculum-based need for young children.

According to Roshini Bakshi, Regional Director — Emerging Markets Asia, Disney Consumer Products, “Our mission is to support parents educate their children using simple methods of joy, magic and fun. There are other players in the segment but our workbooks are different as they use the Disney characters to impart education.”

Disney will release ten new titles of Smart Beginnings and School Skills workbooks every quarter. These workbooks will
feature locally inspired content and themes that resonates with children. The print run for the workbooks range is Rs 40,000 per quarter. Unlike the comics books range from Disney, which is advertisement dependent, the workbooks will not have any advertising. Once the demnd picks up Disney may launch similar workbooks for older children as well.

The Smart Beginnings range is priced at Rs 80 and the School Skills is priced at Rs 135. DPW Workbooks will feature Disney characters like the Mickey Mouse, Winnie the Pooh, and Disney Princess. Launched in English the Hindi and the Malayalam editions of the Workbooks will be rolled out in the next few months.