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Enough Mouse Jokes...Disney's Selling PCs

Boot Camp feature for Wednesday, August 11, 2004

Enough with the mouse jokes… Disney gets into the PC business. Bloomberg Boot Camp, a report on today's technology. It's a tough business to make money in, just ask the folks at Gateway. But Disney doesn't think its plan to sell computers is so goofy. For the record…that's not a mouse joke. Disney President Robert Iger…

"Well 80 percent of kids six and above have access to a computer in their own home and 40 percent actually have their own computer. But all those computers are designed for adults, not for kids. So we think there's a very attractive marketplace out there." You'll make money from this? "Well we hope to make money from all new ventures but our expectations are reasonable here. This is a first for us. We also realize that because we're a new entry into the marketplace that this will probably be more slow growth than dramatic growth."

The Dream Desk PC and mouse eared LCD monitor…sell together for about 900 dollars. That's a lot for a PC running on a Celeron processor. Disney is hoping its design…and its software bundle…that lets kids be creative while providing online protection…will be big selling points…

"It has features that will enable kids to make their own movies, mix their own music, play games. And it has great protection devices that prevents kids from going to Internet sites that they shouldn't go to, from getting email that they shouldn't get, from pop-ups and spam, those sorts of things."

The PCs are being manufactured for Disney by Medion of Germany. Bloomberg Boot Camp, I'm Fred Fishkin.