Disney moves to capitalize on young parents with broadband access

Disney Online is introducing new paid content designed to appeal to young parents with broadband web access.

Disney Online, a business unit of The Walt Disney Co., No. 55 in the Internet Retailer Top 400 Guide to Retail Web Sites, is rolling out Playhouse Disney Preschool Time Online for an annual subscription fee of $49.95. The content features various Disney characters, puzzles and games that range in difficulty based on a child`s performance and kindergarten readiness skills.

As part of their subscription, parents receive content updates every two weeks and access to Parents` Corner, a microsite where adults can manage multiple children`s profiles and track their child`s activity. "The increase in broadband use in the home has allowed us to offer an experience that combines rich graphics, video content and character voices to capture kids’ imaginations and deliver personalized learning that grow with each individual child,” says Ken Goldstein, executive vice president and managing director of Disney Online.

Disney is finding new and different ways to sell content as a means to increase e-commerce revenue. In December, Disney launched Game Café, a downloadable games collection and web site specifically tailored for an adult audience.