December 16, 2014
Disney Publishing Worldwide is developing a series of learning apps for children. The apps belong to a greater learning initiative called Disney Imagicademy aimed at children between the ages of 3 and 8. Under Imagicademy, Disney plans to launch as many as 30 apps to cover a wide range of academic subjects. The company also plans to release books and interactive toys to complement the apps. Disney expects these toys to encourage active participation in completing game lessons.
There are as many as 100,000 learning apps available today. Despite these numbers, Disney sees an opportunity to leverage its brand and reputation. “Parents told us they are confused and that they want a quality product from a name they trust,” explained Bob Capek, president of Disney Consumer Products.
“This is a substantial commitment,” he added. “It’s a full-on brand.”
“Although Disney developed Imagicademy in conjunction with advisers like Douglas H. Clements, an expert on early childhood mathematics from the State University of New York at Buffalo, the media conglomerate is being careful to describe the initiative as ‘learning’ and not ‘educational,’” notes The New York Times.
The first set of apps are expected to run for $4.99 each or $19.99 for a five app bundle. Two initial apps — “Mickey’s Magical Math World” and “Disney Imagicademy Parents” — are available for free via the Disney Imagicademy site.