Wal-Mart to Rid the World of Villains

If Kim Possible is going to save the world, she's going to have Wal-Mart's stores as her base.

Products based on the popular Disney character will be sold exclusively at Wal-Mart beginning in July. The launch, managed by international marketing services company Equity Marketing Inc. (Los Angeles), will be supported by a collaborative advertising and promotional campaign developed by Disney and Wal-Mart. It will include promotional spots on the Wal-Mart In-Store Television Network, a co-branding promotion with Coca-Cola (Atlanta) and a Wal-Mart circular campaign in August and September.

Kim Possible has recently been the No. 1 basic cable program on Friday from 6:30 p.m. to 7 p.m. with kids ages 6 to 11 and tweens ages 9 to 14. The show airs 12 times per week on Disney Channel and Saturday Mornings on ABC Kids. The storyline follows the action adventures of a high school girl who splits her time between doing her homework and saving the world from evil villains.

“The success of Kim Possible is driven by action-packed storylines which translate well into merchandise in many categories,” said Andy Mooney, chairman, Disney Consumer Products Worldwide. “Our ongoing efforts to create merchandise inspired by Disney Channel programming continues to be a successful venture, and we are extremely pleased to have such broad launch support at Wal-Mart stores in the United States.”

Kim Possible merchandise will be sold exclusively at Wal-Mart through the end of 2003, at which time it will become available in other mass and specialty markets through the United States.