Disney Expands Electronics Line, Launches Mix Max Personal Media Player

Disney today announced an expansion of its popular consumer electronics line for kids with the introduction of the new Disney Mix Max personal digital media player. The Disney Mix Max plays movies on Disney Max Clips — tiny plug & play memory cards containing full-length movies from Buena Vista Home Entertainment. Available in several colorful styles that kids and 'tweens will love, it also plays digital music, TV shows and digital photos. Priced at less than $100 and available in October, the Disney Mix Max makes an excellent holiday gift and offers kids the ultimate digital entertainment package — with no computer or downloading necessary.

Disney first entered the digital media player market in the fall of 2005 with the launch of the Disney Mix Stick, and it sold out before the end of the holiday season. The product continues to remain very popular and currently ranks among the top 10 best-selling flash-based MP3 players at U.S. retail, according to The NPD Group. Digital video players are also a hot technology item this year, but most products on the market are priced beyond a kids' reach.

"With the Disney Mix Stick, we proved that kids were ready for digital music," said Chris Heatherly, vice president, Global Electronics, Disney Consumer Products. "The plug-and-play experience also proved to be a winning feature for parents who welcomed the idea of not having to download music for their kids. We saw an opportunity to do for video what the Mix Stick did for audio — make it accessible, easy, and designed for kids with a unique sense of personal style."


Leave a Reply