ABSTRACT
One of the Disney's most successful marketing ventures is in the form of a young girl named Hannah Montana, a.k.a. Miley Cyrus. Little girls who used to love the Disney Princesses now love Hannah Montana. From a hit television show on the Disney Channel to music CDs, video games, a clothing line, jewelry and hair accessories, home decor, school and party supplies, nothing is off-limits when it comes to selling Hannah Montana. Interestingly enough, the report repeatedly cited the Hannah Montana franchise as one of its leading growth contributors. "Disney's brand strength and creative successes have allowed their Consumer Products segment to expand its licensing franchise portfolio and connect to a broad range of consumers. Disney's grasp on what is "in" and "out" is awe-inspiring, which is one of the reasons Hannah Montana is so successful. And with the success of the television show comes success in other markets as well, as was announced in Disney's 2008 Annual Report.
