TOTAL LICENSING
online interactive platforms by
Disney Princess Dolls by Mattel. The
creating a Xtep website which
new Princess Dolls range are dressed in
signature gowns with sparkling “gems”.
hosts a series of feature anima-
These dolls are available at most toy stores
tions promoting the brand and
including Toy R Us- China.
Disney Sports”.
parents have grown up with
What are the big areas
Disney characters themselves
of growth for DCP in the
and have had exposure to Dis-
China market?
ney’s long – standing reputation
GH: “Integrated franchise man-
of safe, fun, educating products.
agement, geographical expansion
They rest at ease introducing
together with our leading licens- tion to building stronger relationships
the Disney message to their
ees and key accounts are the biggest and more integrated business oppor-
children as well. Other groups of focus
areas for growth”. tunities”.
are young adults and adults for whom
we produce high end Disney branded
As head of Disney
With the retail in China being How do your relationships with
apparel, fine jewelry, electronics and
Consumer Products
one of the fastest expanding licensees in China differ from
accessories”.
(DCP) and Walt
markets globally, there is a lot of those in other countries?
Disney Studios Home
potential in the Tier 2 and 3 cit- GH: “What we are really grateful
What does the overall growth
Entertainment
ies. How does DCP and its retail- for is having the right people who
of the licensing market in China
(WDSHE), Guenther
ers deal with growth differently are committed to the potential of
look like in the coming years and
Hake is responsible
in China than other countries? growth here in the China market and
where does DCP stand in this?
for developing the
GH: “Yes, the “emerging tiger” in retail the right licensees, whose creativity
GH: “I’m proud to say, there is really
Disney brand with
is undoubtedly the potential of Tier 2 is essential in adapting global Disney
no better time in history to be associ-
the creation of more
and 3 cities. This calls for extra atten- branded products down to a more
ated with the Walt Disney Company.
culturally influenced
tion on the part of Disney Consumer personal, cultural level. Based on the
We have extraordinary potential in
products. He oversees
Products. For example, it means that fact that Chinas represents different
terms of market share and strategy.
DCP’s licensing
we have to take into account the vari- levels of development Tier 1, Tier 2,
Disney Consumer Products currently
business and sales
ations in tastes and demands of the Tier 3 , there is a big need for com-
has about a team of 80 based in Shang-
teams for both DCP
local culture. pelling products which are taking this
hai, managing Greater China and this
and WDSHE and
In following with the ‘Disney Differ- into consideration without making
number will reach about 115 by the
works closely with
ence’, we here at Disney believe that compromises in product quality and
end of the year. From an global per-
other lines of business
there is no “one-size-fits-all”. Bringing safety”.
spective, DCP has doubled in size in
to offer various joint
Disney branded products to an inter-
just the past five years from USD 14
opportunities for
national country demands creativity What are some of the consumer
billion in 2002 to USD27 billion in
retailers. Guenther is
and close planning between Disney niches that you focus most on in
2007. We have much confidence for
currently based in the
Consumer Products and its licensees. the Greater China market?
the Greater China Region and believe
Disney Consumer
We strive to bring to consumers cul- GH: “The largest target group would
we reflect this trend as we expand
Products Greater
turally influenced products, such as be families, mainly influenced by the
into the second and third tier cities;
China offices in
the recent launch of The Magic Gourd, fact that middle class families have in-
retail corners in China are expected
Shanghai.
Disney’s first film co-production in creasing levels of income. Also, most
to reach 15,000 by 2012”.
China with Centro Digital Films.
It received phenomenal response;
opening in 300 screens across China
The Magic Gourd sold over RMB21
million in the box office”.
What are the main retail chan-
nels that you focus on in China?
GH: “Well, over the past two years,
we have established 4,200 branded
free-standing locations and retail cor-
ners in hypermarkets and department
stores in China.
The China market is rather scattered,
so we are also constantly looking for
Left: Disney Princess Retail Corner
further opportunities to match our
at Shanghai No. 1 YaoHan De-
licensees with leading retailers in addi-
partment Store in Pu Dong
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