Emson, Disney Join Forces On Star Wars & Frozen Humidifiers

Emson has gained a licensing deal with Disney to manufacture and distribute an assortment of Frozen- and Star Wars-themed humidifiers.

According to company officials, there will be seven SKUs launching this year, now shipping to various retail chains including Target, Walmart, Best Buy, Kohl’s, and Bed Bath & Beyond.

Isaac Mishan, vp/Emson, told HOMEWORLD BUSINESS® that the company worked closely with Disney to secure the license for two of today’s hottest children’s properties. “With the ongoing popularity of both the Frozen and Star Wars brands, we wanted to go after this market right away,” he said.

While the humidifiers will be supported by Emson’s more traditional direct response channels via short-form television spots, the company decided to target mainstream mass retailers as well.

“While our expertise is in the As Seen On TV category, we wanted to put the focus on the health and wellness aspect of these products and place them in the pharmacy sections at mass,” said Mishan.

Emson’s collection of Frozen- and Star Wars-themed humidifiers are available for a retail price range of $39.99 to $59.99. The Star Wars humidifier collection includes an R2-D2 design in 550-ml, 650-ml, and 1-gallon sizes. The 650-ml option includes a nightlight and projects images on the ceiling. Emson also introduced a 1-gallon-sized Darth Vader helmet model. The Frozen-themed humidifier lineup features a 1-gallon Olaf design, a personal-sized Olaf model, as well as an Anna and Elsa-printed 1-gallon humidifier.

The ultrasonic cool mist humidifiers are said to be whisper quiet, have an adjustable mist output, auto shut-off and do not require a filter.

Emson is leveraging its expertise in the direct response channel, and has rolled out 30-second and 60-second spots, as well as a two minute direct response commercial.

While Frozen and Star Wars humidifiers are the first to roll out, Mishan hinted that humidifiers adorned with other Disney-licensed characters will be available in 2016.

For more on Emson’s licensed Star Wars and Frozen humidifiers, see the November 23, 2015, issue of HOMEWORLD BUSINESS®.