Around the Net

Disney Uses Comics, Games To Capture Boys

  • Bloomberg, Friday, February 26, 2010 12:09 AM
Disney Chief Executive Officer Robert Iger is on a spending spree at the world's biggest media company to transform his film studio, amusement parks and stores. In fiscal 2009, net income at Disney fell 25 percent to $3.3 billion -- the worst annual performance in Iger's five-year reign -- and was almost flat in the first quarter of 2010 compared with a year earlier.

To repeat the "Hannah Montana" success it had with girls, Iger is pouring billions into attracting a new generation of kids -- primarily boys -- raised on violent video games and reality shows. To draw them in, the company completed its $4.3 billion purchase of Marvel Entertainment Inc., home of Iron Man, Spider-Man and the X-Men. It also bought Wideload Games Inc., maker of the violent video game "Stubbs the Zombie in Rebel Without a Pulse." Also, the company rebranded its Toon Disney cable cartoon channel into Disney XD. The channel's new programming, features shows such as "Kick Buttowski," is aimed at boys age 6 to 14.



Read the whole story at Bloomberg »

Next story loading loading..