A mouse-like success: “Butlers ♥ Disney” collection successfully launched

Since end of August more than 150 articles featuring Mickey – plates, mugs, bread boards, and countless other accessories and gift items – are available at Butlers’. For the first time, the company provided customers with the opportunity to pre-order items two weeks prior to the official market launch. “Within only a few days we have sold more than 600 Disney products online. We’d never expected that,” told Wilhelm Josten, co-founder and managing director of Butlers GmbH & Co. KG, at the press conference in Cologne. And Josten is quite satisfied with the run on the collection in stores, too: “When our staff started stacking the shelves of our flagship store in Cologne, customers snatched the Mickey products virtually from their hands!”

However, all retailers are well-prepared for the rush: App. 1.6 million products have been order for more than 150 Butlers’ stores in eight European countries.

“It all started with a mouse” – Walt Disney

Mickey marks just the beginning of a long-term cooperation between the global corporation and the family-run enterprise from Cologne. “The collaboration has been really fruitful so far. More collections featuring characters from Ducksburg will follow. First designs to Donald Duck are already in the pipeline”, said Ute Stauss, Director Fashion & Home GSA, Disney Consumer Products.

After the official press conference the guest of honour sprang into action: Ulrich Schröder, Disney cartoonist from Paris, draw exclusive pictures for the rest of the day – free of charge and to the delight of all customers. On Wednesday, 5 September, Ulrich Schröder also visited the Butlers’ store in Hamburg, Gänsemarkt 50.