Where’s my merchandise? Disney taps Swampy for character goods

Disney Mobile is bringing the characters of Where’s My Water? from the smartphone screen to store shelves. Starting today, shoppers at official Disney Stores and DisneyStore.com will be able to buy officially licensed products featuring Swampy, Cranky and Allie the alligators.

The merchandise, which will include plush toys and electronic accessories, will be available for purchase at mass-market retailers in June. Disney Mobile general manager Bart Decrem first revealed the company was working on a line of Where’s My Water? character goods in December.

Despite the merchandising prowess of its parent company, Disney Mobile is far from the first mobile developer to branch out into merchandising — in the past six months Halfbrick, EA Popcap, Outfit7 and Zeptolab have all announced lines of merchandise based on characters first popularized in their mobile apps.

The companies are following in the footsteps of Finland’s Rovio, the first developer to prove it was feasible to turn a hit mobile game into a multi-platform entertainment empire. Earlier this month Rovio revealed its consumer products business — which includes more than 200 licensing partners responsible for everything from stuffed toys to gummy candies — was responsible for 30 percent of its total 2011 revenue of $106.3 million.

According to Disney’s press release, the first phase of Where’s My Water? merchandise will include: plush and novelty toys, consumer electronics accessories, apparel and accessories. Electronics, stationary, non-mobile games, home accessories and a range of Halloween costumes will be available in the fall.