The new collection, which will be released in November, is the result of an agreement established between Pandora and Disney in August 2014.
The licensing deal initially involved a collection release in the US, Canada, Mexico, Puerto Rico, Central America and the Caribbean. However, the agreement has now expanded to include 13 markets across the Asia-Pacific region, including Australia, New Zealand, China and Japan.
Under the arrangement, the pieces are designed by Pandora’s Denmark team in collaboration with Disney. Pandora is also responsible for manufacturing the range.
Pandora Australia president Brien Winther said the local offering would comprise 28 items featuring popular characters Mickey and Minnie Mouse and Cinderella. It will include charms and spacers made from sterling silver, 14-carat gold, cubic zirconia and enamel, as well as a limited edition Mickey and Minnie Mouse charm box set.
Winther noted that the collection had been curated to suit the Australian and New Zealand market, adding that he was confident it would be well received by retailers and consumers.
“Disney-inspired [Pandora] product has been available in the US for some time now and been very successful,” he said. “As a result of that, our consumers have been asking when they will get the chance to purchase the product. Now they will be able to do that.”
Targeting a new market
Winther stated that Disney was “one of the most recognisable brands in the world” and the fact that it appealed to a wide range of consumers would likely benefit retail stockists.
“[We] believe it will introduce a whole new customer to Pandora who will visit our stores to see the Disney product and be introduced to our universe of jewellery,” he said.
“Whilst the launch will be exciting, we are looking forward to a long and successful relationship with Disney and providing our consumers more reasons to visit our retail partners’ [stockists’] stores.”
Winther added, “It is significant that Pandora globally has seen the potential for this product in the Asia-Pacific region. The deal has taken some time to come to fruition and we are really appreciative of the work that our colleagues in Asia have done in pulling this together.”
The Disney collection will launch in Pandora brand-only concept stores in Australia and New Zealand on 12 November before being released to multi-branded retail stockists in the first half of 2016.
“Our strategy over the past three years has been to introduce new collections into our concept store network first, followed by our multi-branded network,” Winther explained.
“This has proved to be a very successful strategy and all of our partners have benefited from this conservative approach.”
Pandora has more than 100 brand-only concept stores across Australia and New Zealand and a global presence in more than 90 countries.
The Collection
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