THE Walt Disney Co (Hong Kong) and Johnson & Johnson yesterday announced the launch of a new range of Disney bath products in Hong Kong aimed at the $60 million-a-year children's market.
Johnson & Johnson, a toiletries market leader, already sells a wide range of baby products, but says it wants to improve older children's awareness of its products.
Alan Yu, managing director of Johnson & Johnson (Hong Kong), said: ''There was one obvious solution: to create a link with Disney and its characters, who are so greatly loved by young children and adults alike.'' The Bathtime Buddies range, which has had a test-launch in certain stores, will become generally available today.
Mr Yu said: ''We see a huge market in what I term the kids' segment - products for children aged between three and 13''.
Children aged three to nine make up 10 per cent of the population, and Johnson & Johnson estimates the market for toiletries aimed at them to be worth well over $60 million a year, out of a total $600 million.
The licensing agreement, the 75th signed by Disney Hong Kong, covers the whole of Asia.
