Y&R to handle launch of China's first Disney Store in 2012

SHANGHAI - Disney Store has appointed Y&R to handle the launch of its first retail outlet in Mainland China, after a three-way competitive pitch with Ogilvy and BBDO.

by Jenny Chan 陳詠欣 | 08/31/2011

Mickey Mouse has started his chirpy march into China

Y&R China will take charge of Disney Store's market entry strategy to create a retail proposition that is relevant to Chinese consumers, sources have said.

Disney Store, a separate business unit from Disneyland, is aiming for the opening of the Shanghai store within the first half of 2012.

Disney Store senior vice president Paul Gainer said just three months ago that 40 new stores will be opened in “premier mall locations” around the world this year, up from its projection of 25 earlier this year.

The concept of China's inaugural store is reportedly modeled after Disney's Oxford Street store in London. Its store features include a 28-foot high showpiece castle, magic mirrors, animated trees, and lessons in how to dance like Disney characters.

Stanley Cheung, Disney's Greater China executive vice president and managing director, said the "kids' branded retail market in China is growing and we are uniquely positioned to provide a family shopping environment."

"Our Disney stores aim to deliver the best 30 minutes of a child's day," Cheung added.

Operating synergy with the future Disneyland Shanghai when it is completed as early as 2015 - in the form of resort tickets sold at the Disney store - may be possible.

There was a storm of controversy over the Chinese government's decision to let Disney into China during 2009, with critics in official newspapers denouncing the insidious influence of Hollywood. One commentator even said Disney characters are "an insult to China’s ancient culture" and would destroy the nascent Chinese cartoon industry.

It remains to be seen if Disney's magic will be recreated in the Middle Kingdom. Other global brands have struggled in China’s consumer sector, with Mattel’s closure of its flagship Barbie store in Shanghai being the most recent high-profile case. Industry experts blame the store's failure on the Barbie brand having no resonance with Chinese culture.

Source: Campaign China