By Integration Magazine

The ATMA appliance brand held an exclusive meeting in the Disney offices, where it brought together media, influencers and shops to present its new campaign "The wonderful world of your kitchen". The event was framed in a new stage in the Alliance with Disney, which adds collections inspired by iconic characters and expands the proposal for the Argentine market.

The magic of every day

Among the novelties it stands out Disney Home, an elegant and minimalist style line with stainless steel appliances that include the classic Hidden Mickey. The proposal is completed with kitchen batteries, molds, air fryers and accessories with emblematic engravings.

The collection also incorporates products designed for fans of Marvel. The line of Spider-Man Offers Pochoclera, Togadora, Wafle and Sandwichera, while the collection Avengers Includes Mini Wafleras with designs by Captain America, Iron Man and Hulk.

"With each new collection we are looking for Argentine homes to live Disney's magic in their day to day. The kitchen is a meeting and creativity space, and these lines - Disney Home, Star Wars and The Mandalorian, Stitch and Marvel - allow us, he said Carina Salarin, product manager of small ATMA appliances.

Since 2023, Atma and Disney have been developing a linear that has already been installed in Argentine homes, with collections of Mickey and Friends, Star Wars, The Mandalorian and Stitch. With the launches planned by 2025, the portfolio is extended and projects new licenses by 2026.

Retail strategy

The company develops a strategy cross canal, which combines the digital channel, traditional home articles and specialists such as bazaars. In this sense, Ezequiel Subco, Business, Sales & Marketing Mr. Manager of Newsan, highlighted: "The point of sale remains key. In a category where an appliance can be similar to another, these collections provide a differential: the quality of Atma together with the endral of Disney. That gives them a particular space within the retail".

"The retail today faces a great concern: there is no enough space to show all brands and products. In that scenario, this type of proposals, with their exhibition possibilities, offer a different alternative. If you look for something different, you have solved it", he added.

As for the volume of sales, from the company they indicated that the graduate products show a sustained evolution: "In 2023 it was 0.5%; in 2024 it became 3%, and this year the estimate is that it reaches 7%".

Projection and shared values

Looking ahead to the coming months, Atma plans to expand its proposal under the concept “business home”, with new home products and the incorporation of licenses linked to future Disney premieres.

Brusco also stressed that the alliance between both brands is held in "Shared values". Atma, with almost 100 years of history in Argentine homes, aims to transform routine with family and playful proposals. Disney, synonym for magic and fantasy that transcends generations, shares that vision of generating special experiences and micromoments in everyday life.

With this strategy, ATMA and Disney reinforce a common objective: transform the kitchen into a meeting space, creativity and entertainment.