On July 26, 2007 Disney Enterprises, Inc. filed a trademark application to protect Pictureland for:
- Entertainment services in the nature of production, storage, hosting, downloading and distribution of wireless data and pictures (digital photograph), audio and video transmission services.
- Entertainment services, namely, computer on-line services offered over a worldwide communication network featuring information and entertainment relating to motion picture films, television show programs, contests and family entertainment via a global communications network.
So now we have to ask a simple question: How is this new venture different from Disney's current online property? You know, the redesigned site it unveiled at the Consumer Electronics Show in Las Vegas on Jan. 8, 2007. The current site already offers this full experience.
Well two things jump out at me.
First, the current site focuses mostly on content for today's generation of tweens. If you're in your 30s you watched Disney shows and movies growing up, but you can't watch them online now. Plus, the site doesn't appeal to you but you probably send your kids there. There's obviously an untapped market niche and Disney has been charged with creating new business ventures.
Second, take a look at the proposed logo from the trademark application.
Look familiar? If you're under 30, probably not.
For the over-30 crowd, you might recognize the font from an older sign at Disneyland.
According to Yesterland, the sign was at the park entrance from 1958-1989.
Sounds reasonable doesn't it? But it's just my analysis with no insider info. I received no reply to my requests for additional information.