• Brandweek, Tuesday, July 24, 2007 11:30 AM

Disney Consumer Products is rolling out two branded colognes--Pirates of the Caribbean and Buzz Lightyear--that will be targeted to boys 4-11 in Latin communities. While Disney--through its partnership with licensee Air Vale International, Barcelona, Spain--has had juvenile fragrances in Europe, South America and Latin America for the last 15 years, the concept is new to the U.S.

The products, which will retail between $9.95 and $19.95, will reach retail shelves by September in time for the holiday season. They will be available in Wal-Mart, Kmart, Target, and chain drug stores in areas with large Hispanic populations.

Sales of children's cologne and gift sets to Hispanic consumers grew 7.3% to $352,433 in the food, drug and mass channels for the 52 weeks ending June 16, per ACNielsen. Miami accounts for more than half of the sales.

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