The Wal-Mart in West Hills, in the far reaches of Southern California's San Fernando Valley, is just like every other Wal-Mart in the country -- crowded parking lot, cavernous warehouse, geriatric greeter. The uniformity is part of the point. And this Wal-Mart, like the country's 4,100 others, is filled with Disney merchandise.

In the toy aisle, there's the life-size Sharpay prom dress from "High School Musical 3." In the same aisle, there's a "Hannah Montana" wig -- and a tube of purple hair dye if you want to emulate Hannah in her punk phase. In girls' apparel, there's a subtle Jonas Brothers shirt -- it shows just the curly-haired outlines of the brothers against a striped background -- in support of their new Disney Channel show, "Jonas." And there's a wall with enough Disney-branded toy cell phones to placate kids who are still too young for the real thing.

Anyone with an 8-year-old girl probably has some -- or all -- of these items in their house, right next to the stack of "Hannah Montana" DVDs and Jonas Brothers CDs. Even in these penny-pinching economic times, the lure of Disney merch is resilient. Disney Consumer Products is a bright spot for the Walt Disney Co. in a down market. For the quarter that ended March 28, the consumer products division -- a unit that controls products that generate $30 billion in global retail sales annually and oversees everything from manufacturing, designing, licensing and promoting Disney's intellectual property -- saw revenue of $496 million, up from $457 million for the same quarter in 2008; a 9% increase. For the last two quarters, consumer product revenue is more than $1.2 billion; up from $1.1 billion in 2008, a 14% increase.

Click here to read more about Disney Consumer Products, including how the company's product sales compare to Warner Bros. Consumer Products, how Disney markets its merch items, and other secrets to Disney's success.