Luxottica launches Disney Eyewear, featuring Disney’s most iconic characters, including Mickey and Minnie, Cars, Tinker Bell and the Princesses. Shown here are styles for boys between the ages of 4 and 10. Girls’ styles were showcased in the July 20/20. The boys’ collection consists of three Cars styles and three Mickey designs. Cars frames are highlighted with tire treads, McQueen temple details and cars in contrasting colors. Mickey styles feature Mickey movie shorts print on the temples and contrasting Mickey silhouettes.
PHILOSOPHY: “Disney is the perfect complement to our growing collection of children’s eyewear brands. Now we have the ability to appeal to all age ranges and price points in this very strategic segment,” says Holly Rush, president wholesale at Luxottica North America. “Pediatric vision is the future of our industry on many levels. Not only is there a critical need to increase the awareness for why a complete eye exam is necessary at a young age, but we also have the opportunity to shape the thinking of the next generation on how important healthy eyes are.”
MARKETING: Point-of-sale materials were designed to create a child’s corner with playful, eye-catching displays in line with the brand’s strategy, art direction and visual design. Included are cube displays that portray franchise characters and a Disney eye chart. A child’s eye certificate to be given after the exam and a bag for gift-with-purchase are also available.
PRICE POINT: $$$$
CONTACT: For additional information, contact Luxottica, (800) 422-2020;
Disney’s classic characters Mickey Mouse and Minnie Mouse have a rich storytelling tradition, which is the foundation of The Walt Disney Company. Since his debut on Nov. 19, 1928 in “Steamboat Willie,” Mickey Mouse has been Disney’s most recognizable character with 97 percent brand awareness globally and generates $12.6 billion annually.