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TOTAL LICENSING
Interview
TAMING THE EMERGING TIGER!
Disney retail corner at Shanghai You can hear the strength of a tiger’s roar of the top ten brands in China. Disney What are some of the hottest
No. 1 YaoHan Department Store
from miles away. And so, it is not without character DVD’s, themed books, clothing, franchises you are currently fo-
in Pu Dong, Shanghai
surprise that you may have heard of the plush, toys, stationery and food products cusing on in Greater China?
Greater China market referred to as one has become the most far-reaching and GH: “Taking into account the seg-
of the “Four Tigers”. influential medium of introducing Disney mentation of the Disney Consumer
Gaining status as one of the fastest grow- traditions to Chinese consumers. Products lines by age Group; In-
ing major economies, housing a popula- This new generation of Chinese consum- fant, Toddler/Preschool, Boys, Girls,
tion of over 1.3 billion in just China alone, ers can grow with their favorite Disney Tweens/Adults, we have quite a hand-
eyes are on the Greater China region. characters, integrating the Disney values ful of franchises we are able to work
What was once labeled as an underde- and teachings as part of their childhood. with in the Greater China Market.
veloped country has rapidly become one Most of these franchises are rather
of the world’s top exporters, attracting Total Licensing had the opportunity recent additions to the Disney fam-
much investment from companies around to chat with Guenther Hake, Senior ily; we have a far greater portfolio to
the globe. Vice President and Managing Di- work with than even two years ago.
And with the average Chinese consum- rector, Disney Consumer Products The birth of these newer franchises
ers’ increasing purchasing power in such and Walt Disney Studios Home En- can ensure time-specific and relatable
a bustling environment, the retail market tertainment, Greater China about content. The top three franchises for
has reached an extremely promising Disney Consumer Products in the China, which mirrors the global top
crossroad. Chinese marketplace. three as well, are Mickey Mouse and
Having opened 4,200 Disney branded Friends, My Friends Tigger & Pooh and
corners and growing, Disney Consumer Disney Princess. Together, these three
Products (DCP) has certainly established franchises offer content that appeals
its own presence in the expanding mar- to several consumer groups – you
ket. This is a significant milestone, consid- have My Friends Tigger & Pooh offer-
ering the Disney brand’s relatively new ing toddler/pre-school content and
introduction to Chinese audiences. Mer- Disney Princess, which is targeted to-
chandise sold from these locations reach wards young girls. Last but not least, is
millions of Chinese households in over 25 Mickey which targets the young adult
cities. and adult age-range.
Disney Consumer Products has rapidly We are really excited about the arriv-
attained the position of being the widest al of the Mickey Sports line, which is
reaching retail presence among all enter- created and managed by our licensee
tainment companies in China. Xtep. This is a first for the Greater
A recent brand asset valuator by The China team to tap into a new market.
Landor Company ranked Disney as one Our internet group has also leveraged
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