LAKE BUENA VISTA, Fla., Jan. 9, 2009 – Hanesbrands Inc. (NYSE:HBI) and The Walt Disney Company (NYSE:DIS) today officially opened Disney Design-a-Tee presented by Hanes, an innovative next-generation store for apparel souvenirs at the Walt Disney World Resort in Orlando, Fla.
The first-of-its-kind interactive T-shirt design and printing store enables Disney guests to enhance their magical Disney experience with a personalized custom-designed Hanes T-shirt printed while they wait that is as easy to buy as souvenir apparel off the rack. And much more fun!
Guests at Disney Design-a-Tee presented by Hanes, which is located in Downtown Disney, use touch-screen kiosks for an interactive experience to design their custom shirts, selecting long-sleeve or short-sleeve T-shirts, choosing from multiple colors, picking artwork from more than 100 selections featuring Disney animation and movie characters, and crafting their own text message using a wide selection of type fonts and colors.
The design possibilities are infinite, and the shirts are printed on site while guests wait using premium environmentally friendly water-based ink. Art selections include multiple designs featuring not only famous characters such as Mickey and Minnie Mouse, Snow White and others from classic Disney films, but also characters such as Crush from Finding Nemo, Princess Belle from Beauty and the Beast, and Tow Mater from Cars.
“At the Design-a-Tee store, visitors can dream it, design it and watch their custom Hanes T-shirts being made,” said Sidney Falken, senior vice president of the Hanes brand. “The store combines all the magic of Disney and Hanes to create immediate one-of-a-kind keepsakes and souvenirs of their visit to Walt Disney World.”
The grand opening event was attended by guests who were treated to a festive décor, confetti cannons, a giant T-shirt cake and a visit from Disney’s most famous star, Mickey Mouse.
Kevin Lansberry, vice president, Downtown Disney operations, and Falken spoke at the event and invited guests to try their hand at designing their own special T-shirts.
“We are thrilled to create another exciting new Downtown Disney venue for our guests,” Lansberry said. “The Disney Design-a-Tee store fits perfectly with our What Will You Celebrate 2009 campaign. Whether guests are celebrating an anniversary, a birthday or a special reunion, they can create a special Hanes t-shirt to show how they feel.”
Disney Design-a-Tee uses a unique application of state-of-the-art technology and printing equipment in a process designed by Hanesbrands’ research and development team. This is the first application of printing technology that allows consumers to walk up, design and print a custom message on a T-shirt of any color with screen-print quality.
Disney Design A Tee presented by Hanes is one of several critical brand investments for Hanes as part of a 10-year strategic marketing alliance with Disney.
“Hanes is consistently ranked as one of the most recognized and loved apparel brands in the world, and that brand equity increases when the brand is partnered with the equally strong Disney brand,” Falken said. “Our alliance with Disney provides a broad range of new and exciting consumer interactions for Hanes and allows this iconic brand to grow and reach new audiences.”
Disney Design-a-Tee is open every day from 9:30 a.m. to 11 p.m. and is located at 1790 East Buena Vista Drive. Downtown Disney is open to the general public and resort guests and is accessible by car and by the Walt Disney World Resort guest shuttle system.
T-shirts are available in a wide variety of colors and styles, including long and short sleeve versions, and come in infant, toddler, youth and adult sizes. Prices range from $18 to $31. The company expects to add additional apparel product offerings at a later date at the store.
In addition to Disney Design-a-Tee presented by Hanes, the Hanesbrands marketing alliance with Disney includes category exclusivity for select Hanes and Champion apparel at Walt Disney World Resort, Disneyland Resort in Anaheim, Calif., and ESPN Zone stores across the country. Naming rights include the Rock ‘n’ Roller Coaster Starring Aerosmith presented by Hanes and Champion Stadium located in Disney’s Wide World of Sports Complex.
Hanesbrands Inc. is a leading marketer of innerwear, outerwear and hosiery apparel under strong consumer brands, including Hanes, Champion, Playtex, Bali, Just My Size, barely there and Wonderbra. The company designs, manufactures, sources and sells T-shirts, bras, panties, men’s underwear, children’s underwear, socks, hosiery, casualwear and activewear. Hanesbrands has approximately 50,000 employees in more than 25 countries. More information may be found on the company’s Web site at www.hanesbrands.com.
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