After a two-year collaboration with Martha Stewart, Los Angeles-based builder KB Home is adding another pop icon to its branding stable. On Wednesday, the builder announced that Mickey, Donald, Goofy, and other characters from the Disney franchise would soon be available in all its new homes.
Beginning in 2008, KB Home buyers will be able to create custom Disney rooms in their own new homes by selecting among the many Disney Home Products options to be offered at KB Home Studios. This marks the first time that Disney Home products will be showcased through a national home builder.
"Almost 60 percent of KB Home buyers are families with children," said Wendy Marlett, senior vice president of sales and marketing for KB Home. "Collaborating with this incredible brand that has universal appeal to families will not only drive traffic to our communities but will also allow us to offer something that no other home builder can."
Disney's star power will certainly be put to the test. KB Home's line of Martha Stewart-branded communities has generated enough traffic in its two-year collaboration to spark potential expansion to as many as 36 markets. Within two days, more than 1,000 people visited the recent opening of a Martha Stewart community in Denver.
Jeffrey Mezger, KB Home CEO, told investors Thursday that the Martha Stewart partnership has "generated tremendous excitement across the country." He added that using a brand as powerful as the Martha Stewart name, is something that consumers respond to no matter what the market conditions are.
Similar to the Martha Stewart-inspired homes, the Disney collaboration will offer the consumer multiple selections. Product options may include flooring, window coverings, lighting, and more, and the designs will feature most Disney characters and franchises, including Cinderella, Disney/Pixar Cars, and the Pirates of the Caribbean.
"Our built-to-order business model is all about choice, and together with Disney we are offering even more options for the whole family," said Mezger.