What's Global Reach Worth to Kraft? $19 Billion†

Cadbury Purchase Gives It Distribution and Clout in Developing Markets

Advertising Age, January 25, 2010 — Kraft Foods' agreement to purchase British confectioner Cadbury for more than $19 billion — the culmination of a four-month courtship — is testament to the growth categories major U.S. marketers crave, particularly in developing countries. The purchase would put Kraft atop the $167 billion global confectionery market, and ensure that one out of four of its sales dollars comes from developing markets.

Disney’s TV Unit Will Make Short Videos Available on YouTube

New York Times, March 31, 2009 — Walt Disney’s television division became the latest media company to make a distribution deal with YouTube on Monday, saying that it would share short-form content with the world’s largest video Web site.

FAO is A-OK!

David Niggli of FAO Schwarz retails the greatest toy story ever told.

Hub, November 3, 2008 — When last we left FAO Schwarz, we left it for dead. Every single one of its stores was closed, and it was in Chapter 11 bankruptcy. That was five years ago. Today, as David Niggli, FAO’s president and chief merchandising officer will tell you, it’s a whole new story. His explanation for its remarkable comeback story is remarkably simple. He says that all FAO Schwarz has done is what every great brand does when it loses its way: It re-ignited what made the brand great to begin with.