retail

Nordstrom, Disney Clothing Line Marks 'Small World'

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It's enough to get you tapping the toes of your Dutch wooden shoes: Nordstrom and Disney Consumer Products are introducing a limited-edition collection of children's clothing to celebrate the 45th birthday of the "It's a Small World" attraction at Disneyland.

The inspiration for the four seasonal collections is decades old and came from Disney artist Mary Blair's original mid-century artwork. And the upscale retailer has given the line a modern cause-related twist: TOMS Shoes, the footwear marketer involved in the project, will donate shoes for children in need, and FEED Projects' Small World items will benefit UNICEF. (That organization's CEO/co-founder, Lauren Bush, a model and niece of former President George W. Bush, is making in-store promotional appearances for the line.)

Disney launched "It's a Small World" as a nine-minute boat ride for the 1964 World's Fair, to raise funds and awareness for UNICEF. The attraction opened at Disneyland in 1966 and continues to be so popular with kids that Disney says among all its theme parks, there is not a moment of the day the song is not played.

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The first of the four seasonal collections for newborns, infants and toddlers is "Japanese Spring," available now. Next up is "Indian Summer" in June, "Scottish Fall" for September and "Russian Holiday" in November. Clothing and shoes range from $18 to $169.

With the purchase of any of the infant or clothing line, customers can get a collectable, limited-edition lithograph of Blair's artwork each season with any purchase from the line (one per customer, while supplies last).

A spokesperson for the Seattle-based retailer tells Marketing Daily the collection will be promoted online and through direct mail. In addition, Disney character artists will be in select stores in California, Illinois, and Texas.

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