Disney Direct VP-General Manager Charles Silver said the category now makes up 15% to 17% of its catalog business, which has been revamped, resulting in a $7.5 million profit for fiscal 95, ended Sept. 30.
Mr. Silver-speaking last week at the Direct Marketing Association conference here-said the results were sparked by a move to new, exclusive Disney products that now make up 40% of the catalog.
Price points also were increased to move the catalog from mass market to specialty products.
He said adult gifts now comprise about 70% of offerings. Co-branded products also played a major role.
"Madame Alexander, the name in dolls, worked with Disney to co-brand a product and bring credibility to us in the doll arena," Mr. Silver said.
The injection of the "magic of Disney" through more exciting art within the catalog, plus revamped marketing that capitalizes on 5 million names in the Disney database, were other key factors.
Mr. Silver said this fiscal year's sales of about $45 million are triple 1991 revenues.
In addition to the collectibles catalog coming out later this month, he said Disney plans special issues to coincide with holidays such as St. Patrick's Day and Mother's Day.