I'm always looking for a catalyst that is going to take Disney (NYSE: DIS) to the next level. The stock hasn't been a great performer over time. Just today, the Mouse issued a press release detailing its latest merchandising plans.

Merchandising falls under the consumer products division. Now, one would expect that this segment would always be rocking considering the brand equity inherent in all of Disney's intellectual properties. Well, let's remind ourselves of how the segment did during the last earnings report. In the second quarter, operating income for consumer products dipped 24%. For the six-month period, operating income was down by 13%. Double-digit declines: nobody likes them. Management commentary about the division specifically stated that lower royalty revenue from merchandise helped to drive the performance. As can be seen, Disney needs some good ideas and strategies to return this segment to growth.

Disney (NYSE: DIS), a media conglomerate that competes with CBS (NYSE: CBS), Viacom (NYSE: VIA), Sony (NYSE: SNE), and Time Warner (NYSE: TWX), will report fiscal second-quarter earnings on Tuesday, May 5. And it appears that investors should be prepared for a significant decline in the bottom line. Analysts believe that income may drop by over 30% to $0.40 per share. Yep, those magical days of profit growth are, for the time being, a thing of the past.

And it's not difficult to understand why. Disney is battling a recession. Consumers aren't spending money. They need all kinds of promotions and discounts to get them to open their wallets. So, theme parks and consumer products are understandably challenged. And then there's the advertising recession. That affects Disney's media properties. DVD sales? They're not as robust as they used to be. All in all, this is not a great time to be a shareholder of the Mouse.

So, Disney (NYSE: DIS) shareholders are bracing themselves for another big weekend at the box office. Remember when we were bracing ourselves for the release of the Jonas Brothers concert film? Yeah, that failure. I certainly hope Miley Cyrus does a lot better with her project.

But I have my doubts. Hannah Montana: The Movie opened Friday at over 3,100 domestic theaters. I just don't feel the kind of buzz I had hoped to be feeling at this point surrounding the movie. I don't have the sensation that I've been inundated by the feature's brand equity.

Then again, I'm not the target demographic. Perhaps Disney is reaching all tweens as we speak via the platforms that they frequent and I'm just not aware of it. Tough to tell. Nevertheless, I've seen some of the commercials, and they don't seem overwhelmingly exciting.

This was a big weekend for me. Jonas Brothers: The 3D Concert Experience was released in over 1,200 theaters. No, I had no plans to see the movie at my local IMAX (NASDAQ: IMAX) auditorium. The reason I was so excited is because I own shares of Disney (NYSE: DIS). And I was praying that the film would firmly cement the Jonas Brothers in the collective consciousness of tweens across the globe.

Unfortunately, that didn't happen. In fact, the Jonas movie failed at the domestic box office. Don't even try to spin it. According to Boxofficemojo, the film came in second place with a little under $13 million (keep in mind I am working off estimates, final figures will be released later). Lions Gate Entertainment's (NYSE: LGF) latest Tyler Perry project, Madea Goes to Jail, was number one again for the second week in a row, grossing about $16 million. This is really, really disappointing.

JAKKS Pacific (NASDAQ: JAKK), a toy maker which competes with Hasbro (NYSE: HAS) and Mattel (NYSE: MAT), did not have a merry Christmas. In that regard, it's no different than the competition. Times are tough, and since toys are not a necessity, it's no wonder that earnings for JAKKS Pacific missed Q4 estimates by a rather significant amount. Net sales dipped by over 5%, and net income dropped 47% to $0.55 per share according to the earnings release. The call was for $1.02 per share. Did I say estimates missed by a rather significant amount? I didn't realize that I was in the mood for understatement.

Whoa, what a terrible quarter for Disney (NYSE: DIS)! Forget the magic. There's no magic going on at Disney. For the fiscal first quarter, revenues decreased 8%, earnings per share decreased 29%, operational cash flow decreased 60%, and free cash flow was negative. Decrease, decrease, decrease! Looks like Disney's brands cannot fend off a recession, no question. Sorry, Jonas Brothers and Hannah Montana.

Disney, which competes with Time Warner (NYSE: TWX), CBS (NYSE: CBS), Viacom (NYSE: VIA), News Corp. (NYSE: NWS) and General Electric's (NYSE: GE) NBC Universal, earned, after taking out a $0.04 per-share benefit from an investment sale, $0.41 per share. According to my earnings preview, the call was for around $0.52 per share. Well, I thought the Mouse was going to miss, but I think I characterized the potential miss as maybe being on the "slight" side. Yeah, this wasn't a slight miss.

I was reading an article from Fortune yesterday about Disney (NYSE: DIS) and Bob Iger. When I got to the end of it, I had the biggest feeling of deja vu that I had ever experienced. Yes, I had heard it all before.

You've heard it all before, too, I'm willing to bet. Here's the basic gist of the piece: Bob Iger knows what he's doing. He's a genius. He's a creative powerhouse, a business wunderkind, a man who has studied the Disney brand, knows it inside and out, and is capable of leveraging that brand over multiple platforms to create immense economic value for shareholders. You know the examples,: you've got your Jonas Brothers, your Miley Cyrus, your Zac Efron and the whole High School Musical gang migrating from Disney Channel to concert stages to DVD releases to the silver Iger was the prescient exec who realized that Pixar should be acquired (take that, Michael Eisner!).

Only problem is, none of this seems to be working. I base this statement on the fact that Disney really hasn't broken out of a really long-term range. I honestly have to wonder if shareholders will ever see Disney at better than $50 per share in their lifetime. I can't be the only one wondering this. That's why I get a little annoyed when I read puff pieces like this one on Iger. Is he really that much of a visionary? And is he doing anything that original? Did he invent the concept of synergy? As far as I know, he did not. One of the main points of the article centered on the major franchises that Disney has going for it. Just once, I'd love to hear about Disney's plans to take one of its existing Disney Channel properties that has not hit franchise status and turn it into the next Hannah Montana phenomenon. To be fair, there may have been a few articles here and there on the subject, but none have studied it to my satisfaction, certainly.

This post is part of our feature on Money Winners of 2008. See all 20.

As far as pop star phenomenons go, Miley Cyrus, aka Destiny Hope Cyrus, certainly is one. At just 16 years of age, the bright personality of this moderately talented female offspring of Billy Ray Cyrus has been effectively parlayed into a several-million-dollar property by none other than media giant Disney (NYSE: DIS). She is being exploited in classic Hollywood style, right down to her "morning after" bed sheet clad, Vanity Fair photo shoot. Smile pretty baby, and say cha ching!

The question is, how much is Miley Cyrus really worth? With earnings of $25 million from June 2007 to June 2008, Cyrus is listed as #35 on the Forbes Celebrity 100. Somehow though, that figure seems just a bit misleading. With concert appearances that have tickets selling out in minutes, a hit television show, multiple albums, movie deals, guest appearances, and a host of other deals pending, it's virtually impossible to place a true monetary value on the girl. It is speculated that the Hannah Montana franchise, which features Miley Cyrus, will net Disney in excess of $1 billion. The Baltimore Sun recently reported that Miley Cyrus is currently out-earning names as big as Sandra Bullock and Jennifer Aniston. Her concerts are reported to be out-drawing Bruce Springsteen. Who's the boss now, baby.

This post is part of AOL Money & Finance's Best & Worst in Money 2008 feature.

Well, 2008 has come and gone. If you were looking to be entertained over the past 12 months, you had a lot of choices. From Batman's battle with the maniacal Joker to Hannah Montana singing her little heart out in 3-D, there was something for everyone. Let's look at five of the hottest properties that made their way into the heart of the cultural mindshare in '08.

Up first is The Dark Knight, the second iteration of director Christopher Nolan's new vision of the Caped Crusader. That movie killed at the box office, and Time Warner (NYSE: TWX) could not have been happier. Knight scored almost $1 billion at the global box office. More than half that number was captured in the domestic marketplace. There's no question that the movie mesmerized the collective intellect of the audience. There's also no question that Heath Ledger, who tragically passed away earlier in the year, impressed everyone with his portrayal of the chaotic and cruel Joker villain. I, however, do have a question. Is it just me, or was Knight not as awesome a film as the hype makes it out to be? I saw it, thought it was okay. I don't know, I'm just not sure that this new entry in the cinematic Batman mythos would have brought in as many bucks if the notoriety of Ledger's death wasn't attached to these particular reels of celluloid. To be honest, I didn't think Ledger did that unique of a job. And I thought The Joker's voice was annoying, almost sounding like Sam Raimi -- did anyone else happen to think that? Maybe it's just me. Nevertheless, I salute the success of Knight and respect the project for the impact it had on theaters 'round the world.

As a Disney (NYSE: DIS) shareholder, the High School Musical juggernaut is important to me. It means money for the company. It means a point of distinction for Disney that adds value to its content and differentiates it from other media businesses such as News Corp. (NYSE: NWS) and Time Warner (NYSE: TWX). It means that tweens have something realistic to relate to that reflects their own days of breaking out in song while walking through school (okay, that was a joke).

But I was disappointed to hear that a reality show extension of the brand is having a tough time in the ratings. According to this blog post at The Hollywood Reporter, the show, called High School Musical: Get in the Picture, had the worst ratings on Monday night. It's some sort of competition show with a prize related to being in some sort of video in the Musical franchise.

I'm not sure of the specifics, but my main concern is that it couldn't offer any competition to CBS (NYSE: CBS) or General Electric's (NYSE: GE) NBC. Remember, Disney's big model is to take its content and spread it around to enhance the value of the company's other platforms. It's all about the synergy. Unfortunately, it didn't work this time. I honestly thought that ABC would have seen huge numbers from the kids on this one. It makes me wonder if Musical might be getting long in the tooth.

There's good news and bad news for shareholders of Disney (NYSE: DIS). The good news, according to data published in this Hollywood Reporter article, is that the latest Disney Channel movie, Camp Rock, achieved better ratings than the first High School Musical movie. Rock attracted 8.9 million eyeballs while the first Musical brought in about 7.7 million viewers. The bad news is that Rock unfortunately couldn't match the success of the second Musical project, which captured the attention of over 17 million viewers.

This movie is extremely important. Disney execs want to find out if they truly know the formula for creating new fads for the kids. This is definitely a strong start, although I thought the movie's ratings might come a little closer to the second Musical film since all we've been hearing about lately is how hot the Jonas Brothers act is right now. It at least should have brought in over 10 million viewers.

I don't know, maybe it's me, but I just don't feel the same kind of buzz for this project as I do for the Musical franchise. Here comes the interesting part: Can Disney grow the movie from here? That will depend on how fickle the Disney Channel audience actually is. Don't fool yourself, the powers that be at Disney are under pressure to form a suitable pipeline of intellectual properties to replace the aging Musical and Hannah Montana brands. Make no mistake, they are aging quickly, as these kinds of things don't have terribly high half-lives.

Shareholders will want to see the Jonas Brothers and Camp Rock really grow into a merchandising phenomenon in the coming months. No matter what, though, the cable channel is a great asset, and it is a strong competitor of Viacom's (NYSE: VIA) Nickelodeon network.

Disclosure: I own Disney; positions can change at any time.

Disney (NYSE: DIS) needs more and more very young stars to appeal to the teenage demographic. Its ability to deliver this group to advertisers is critical to the company's success.

Disney recently signed 15-year old Demi Lovato to a new record deal. According to The Wall Street Journal, "For Disney, there are few more crucial tasks than finding and developing talent that appeals to 8- to 12-year-olds." The company already has big teen sensation Miley Cyrus, aka Hannah Montana.

With all of the money being made from the TV shows, records and movies using these youngsters as talent, perhaps no one is pausing to ask whether it is good for a 15-year-old to be taken out of a fairly normal family and childhood to be paraded around the world so that Disney can make money. Although no one keeps statistics on this, it seems that these kid are more likely to have drinking, drug and personality problems within a few years of when they become extraordinarily famous.

But they are used up then, and are not of any use to Disney. So, who cares?

Douglas A. McIntyre is an editor at 247wallst.com.

Merchandise sales based on characters and intellectual properties owned by companies such as Time Warner (NYSE: TWX), which licenses heroes such as Batman, and Viacom's (NYSE: VIA) Nickelodeon, which has had great success with SpongeBob SquarePants, don't compare.

The article rightfully reminds readers that the total amount generated in retail sales is only an indication of how seemingly popular a company's brands are in the marketplace. It does not point to the amount of revenues or profit a company books on the sales (Disney will only receive a small percentage of those sales, perhaps between 5% and 15%).

The important thing I take away from this as a shareholder is that Disney is doing a reasonably good job of milking its franchises. As one might expect, the usual suspects were cited as drivers: Hannah Montana, High School Musical, the Jonas Brothers music project, and Disney Princesses are doing the heavy lifting for Disney's consumer-products division, along with a property that continues to surprise me: Cars. Amazing that the latter remains a popular seller in the boys category.