Thursday, June 6, 2013

International Roundup: Disney / Marvel in China


From a Disney Toy Collectors social media experience to a new I Am a Hero campaign, it’s time to sail across the Pacific for the latest update on Disney happenings in China.


Social media sites are buzzing after a Disney Toy Collectors social media experience took place in China a few weeks ago. The event featured a display of more than 200 pieces of Disney, Pixar, Marvel and Star Wars toys. Collectors andonline influencers gathered to hear about Disney’s latest toy projects from Allen Wang, executive director, Toys and Consumer Electronics for Disney Consumer Products Greater China. Allen’s update was followed by a presentation from Hot Toys — a Disney licensee and high-end collectible toy brand — who talked about the artistic and technical processes of creating world-class collectibles. The experience generated ample online buzz, reaching millions of people through Weibo (China’s version of Twitter) within the first 24 hours alone.


Now through July, Marvel fans can sign up for the Marvel Virtual Hero Camp to take part in online activities featuring Spider-Man, Iron Man, Captain America and Thor. As part of the offering, a special I Am a Hero promo aired on more than 40 provincial TV stations across China via Disney's Dragon Club and is available at Disney.cn. The video features young boys who turn everyday actions into heroic acts, encouraging others to do the right thing when an opportunity presents itself. In the coming months, a series of Mini Marvel Hero Camp shopping-mall events will further the reach of these characters in cities across China.

Disney Consumer Products, the largest character licensor in the world, continues to develop strong relationships in China. For example, in celebration of Disney’s 12-year relationship with apparel licensee Young Jun, Disney Consumer Products is launching a series of limited-edition collections that combine Disney designs with Chinese elements, including apparel and handbags featuring motifs inspired by classic ‘blue and white porcelain’ prints and Chinese paper-cutting art. In Greater China, Disney Consumer Products now works with more than 200 licensees and 3,000 retail points to deliver a nationwide reach for Disney’s growing merchandise business.

Which of these updates did you enjoy most? Tell us in the comments below, and stay tuned for our next international roundup, which will feature news from Australia, India and Taiwan!

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