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Wal-Mart, Hannah Montana Combine Forces to Conquer Tween Market

Megaretailer Wal-Mart is combining forces with megasuperstar Hannah Montana in what will surely be the biggest marketing pitch to ever hit the fourth grade. Wal-Mart inked a deal with Montana’s parent company Disney this week for merchandising rights. From USA Today:

Wal-Mart says it wants to be the “accessible” and “affordable” source for licensed products. “The concert tickets were really hard to get, and really expensive,” says Bareis. “What we’re trying to do is give more access.”

Wal-Mart’s licensed goods — from food to clothing and even a Hannah-esque blond wig — target girls ages 6 to 14, says Bareis. While that is the marketing sweet spot, she says, “We see 4-year-olds who are dancing around and want Hannah Montana merchandise.”

How Hannah will be highlighted:

  • Theater ads. Ads for the goods will screen in cinemas with the concert movie, as well as with other G-rated movies.
  • Dedicated display. Wal-Mart set up mini “Hannah Montana Shops” in 750 stores to display the clothes and accessories.
  • Unusual offerings. The bakeries have cupcakes and cakes. Vision centers sell frames for glasses.

While this will most certainly be good news for the retailer, 24/7 Wall St. points out that it might not be such a good move for Hannah Montana. As we’ve seen previously, associations with Wal-Mart can often an Achilles’ heel. Will the Hannah Montana brand suffer by joining up with Wal-Mart?

Posted by Alex Goldschmidt on Wednesday, January 30, 2008

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COMMENTS

Will the Hannah Montana brand suffer by joining up with Wal-Mart?

Doubtful.

bbrd in
Wednesday, January 30 at 03:11 PM

Any brand or artist that joins up with Walmart is cheapened.
You don’t sell quality image by being married to Walmarts name.

R E M E M B E R
J O N Q U I E R E
Q U E B E C
Home of Walmart Worker Abuse

R E M E M B E R
J A C K S O N V I L L E
T E X A S
Home of Walmart Worker Abuse

Alex in Ontario, Canada
Wednesday, January 30 at 07:22 PM

Alex :Do you recall how the marriage ended with Nike and WalMart,or Kathie Lee Gifford and WalMart? Hardly happily ever after,although much of that controversy involved instances of sweatshop labor issues and Human Rights violations . But what is of particular interest to me is the mention of licensing and royalties on trademarked merchandise. Royalties are the basis of the Geoffery LOOphole tax avoidance methods used to reduce taxes to the states in which the merchandise was sold.Perhaps both the fans and their respective states will have a happy marriage this time.

ddrb in
Wednesday, January 30 at 11:29 PM

Now that you brought loopholes up,if you order stuff online from wm do you pay tax.

ma in
Thursday, January 31 at 07:48 AM

ma: You probably do-I don’t know if WalMart will.I know that when I order off the net,or TV Shoppping,state tax is included in some orders,not so on others.

ddrb in
Thursday, January 31 at 02:57 PM

“Royalties are the basis of the Geoffery LOOphole tax avoidance methods used to reduce taxes to the states in which the merchandise was sold.”

Sorry ddrb, but I don’t know too much about your tax system.
I will say however if a product is exclusive to Walmart, I won’t buy it.

R E M E M B E R
J O N Q U I E R E
Q U E B E C
Home of Walmart Worker Abuse

R E M E M B E R
J A C K S O N V I L L E
T E X A S
Home of Walmart Worker Abuse

Alex in Ontario, Canada
Thursday, January 31 at 06:03 PM

Alex in Ontario: If you will type Tax Trifecta into the search WalMart Watch engine,you will find some info I posted on this just recently...they are:1.) Geoffrey Loophole,2.) TIF-Tax Increment Financing,3)REIT-Real Estate Investment Trusts. As I said,if you go to the archives,you’ll find descriptions of how these tax avoidance methods work.

ddrb in
Thursday, January 31 at 07:48 PM

“Do you recall how the marriage ended with Nike and WalMart,or Kathie Lee Gifford and WalMart?”

Kathy Lee Gifford was with K-Mart. That’s the problem here, people post things that aren’t true and others believe it to be. Great job by the Unions to keep this site up and allow crap to be continually posted. What’s THEIR plan to eliminate all of these issues they say is due to Wal Mart? Let meknow when they change something.

J in Newport News, VA
Thursday, January 31 at 09:47 PM

J in Newport News,VA: We are all entitled to our own opinions,but NONE of us are entitled to our own facts! It is FACT re: Kathie Lee Gifford and her clothing line at WalMart,made in sweatshops. This was well documented ,including a tearful press conference with Ms. Gifford denying having ANY knowledge of the conditions under which her goods for Wal Mart were being made. The entire sordid story is delineated fully in the book” In Sam We Trust”,Chapter19-’Live with Charlie and Kathie Lee’,pp 318-345. You are also welcome to look up the affiliation between W/M and Ms. Gifford on Google.You’re entitled to your opinions about unions also,but get YOUR FACTS straight before YOU post YOUR CRAP!!

ddrb in
Thursday, January 31 at 10:34 PM

Way to Go...ddrb!

Maybe J in Newport News will think twice before he tries to re-write the facts and defend the Kathy Lee Gifford debacle again.

ScrewedbyWal-Mart in Anytown, America
Friday, February 01 at 06:21 AM

That’s the problem here, people post things that aren’t true and others believe it to be.

Earth to J: Where isn’t that the case? Believing or not believing are brain functions. You might try it.

Ken V in Texas
Friday, February 01 at 08:49 AM

From: Foreign Policy In Focus

Super Bowl of Shame
Jamie Menutis | January 28, 2008

Editor: Emily Schwartz Greco

If Bridgestone Firestone needs more proof of just how much the exploitation of child workers can affect their profits, they need look no further than to the effects such issues had upon sports giant Nike or Wal-Mart’s clothing line by Kathy Lee Gifford. Consumers felt ashamed to purchase these items once they learned the truth about their production. Profits and name brands were aversely affected.

R E M E M B E R
J O N Q U I E R E
Q U E B E C
Home of Walmart Worker Abuse

R E M E M B E R
J A C K S O N V I L L E
T E X A S
Home of Walmart Worker Abuse

Alex in Ontario, Canada
Friday, February 01 at 06:37 PM

Personally, I find Dell selling through Wal-Mart a sign the company is slipping. I expect the quality of Dell computers to drop off rapidly along with their reputation.

No other entity on earth has done more to divert the American consumer’s focus from quality to cost. Despite what Wal-Mart would have you believe, there is a quality component to value.

Ken V in Texas
Sunday, February 03 at 06:37 AM

Ken V; Do you recall the classic slogan,"Long after the price is forgotten,the quality remains.”?  In W/M’s case, it might read"Long after the price is forgotten, the always low quality remains.”

ddrb in
Sunday, February 03 at 09:20 AM

“Personally, I find Dell selling through Wal-Mart a sign the company is slipping. I expect the quality of Dell computers to drop off rapidly along with their reputation.”

Ken V in Texas

You are so right Ken. It is one thing to buy a hair comb at a discounter, but when quality is part of the formula, the Walmart name doesn’t measure up. Walmart = lower quality.

R E M E M B E R
J O N Q U I E R E
Q U E B E C
Home of Walmart Worker Abuse

R E M E M B E R
J A C K S O N V I L L E
T E X A S
Home of Walmart Worker Abuse

Alex in Ontario, Canada
Sunday, February 03 at 03:32 PM

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