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Disney dabbles in denim with new kidswear range

Disney is gearing up to launch its first UK range of non-character Disney-branded kidswear, ahead of a potential move into adult clothing.

The pre-teen denim range will be available in the UK in time for Christmas. The firm also said it was looking at developing products aimed at teens and adults as part of plans to increase its global clothing business to US$500 million (£250m) within the next five years.

The Disney Jeans range will include jeans, T-shirts and sweatshirts bearing the Disney logo, priced between £8 and £12.

The company added that it was poised to sign a deal with a major retailer, with an announcement due to be made next month.

Disney said that once outerwear reached its sales target it would be expanded into accessories, including bags, hats and footwear.

Parent group Disney Consumer Products is hunting for a creative director of apparel, accessories and footwear for Europe, who will oversee the new range. The London-based creative director will report to vice-president of apparel EMEA Marc Low.

It will fill the gap left by Allen Au Yeung, who is moving to Disney's Hong Kong office from July, where he will take on a similar role covering emerging European markets and Asia.

In Europe, Disney sells its non-character denim line at 400 stores, including Carrefour shops in France, Spain, Germany, Belgium and Austria. In the UK, it sells character-branded clothing at its Disney Stores.

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