A Disney executive shared with China.org.cn that his cross-border strategy, introduced last year, has prompted many of Disney's Chinese partner brands to successfully sell their products in overseas markets. In addition to aiding Chinese partners abroad, the global media and entertainment conglomerate is also optimistic about future growth with its own business in consumer products.

Partner representatives tour an exhibition before The Walt Disney Company's Greater China Consumer Products Showcase 2025 kicks off in Shanghai on Sept. 10, 2024. [Photo courtesy of The Walt Disney Company]

Kermid Rahman, senior vice president and general manager for Disney Consumer Products in Asia Pacific, stated that since he initiated the cross-border strategy last year nearly 70 licensees in the region have collaborated with Disney to start cross-border business. 

"Many Chinese brands have successfully entered the Japanese, South Korean and Southeast Asian markets, and have already achieved brilliant performance," he said at The Walt Disney Company's Greater China Consumer Products Showcase 2025 held in Shanghai on Sept. 10. The temporary exhibition and showcase conference saw more than 3,700 representatives from various partner brands in attendance. 

The cross-border expansion initiative, which relies on Disney's global resources, helps local authorized partners expand overseas. "Many local brands and manufacturers have excellent products, but since it's their first time going international, they are not familiar with overseas markets," Rahman explained. "This strategy can help our partners expand their markets and gain more business opportunities. Of course, for Disney, it is also an opportunity for continued performance growth. We can help connect our licensees with the right partners in retail and sales channels, and even advise on site selection, and rally our creative resources to co-develop product design, etc."

Kermid Rahman, senior vice president and general manager for Disney Consumer Products in Asia Pacific, speaks at The Walt Disney Company's Greater China Consumer Products Showcase 2025 in Shanghai, Sept. 10, 2024. [Photo courtesy of The Walt Disney Company]

Regarding future development, the Disney executive revealed that "in the next five years" the international conglomerate wants "to help more licensee partners enter the Asia-Pacific, European and North American markets" through product collaborations with other partners of Disney's in those regions. "We hope to bring happiness to more consumers worldwide," he added. 

During the consumer products showcase in Shanghai, Disney introduced its ambitious plans for future growth. These plans featured updates on some highly anticipated film projects and new merchandise developed from its abundant treasure trove of well-known and successful brands and franchises, such as Disney, Pixar and Marvel. 

"Every time we see the smiles on the faces of fans and consumers, we feel happy too, and also a great sense of accomplishment," said Rahman. "We will prioritize our consumers and create our year-round integrated marketing plans across our key brands and franchises to continuously strengthen our emotional connection with consumers."

The Marvel exhibition section features superhero figurines and toys, including a larger-than-life Deadpool, at an exhibition before The Walt Disney Company's Greater China Consumer Products Showcase 2025 in Shanghai, Sept. 10, 2024. [Photo/China.org.cn]

According to License Global's Top Global Licensors Report 2024, the value of Disney's licensing business reached $62 billion in 2023, ranking first globally.

Disney enjoyed a boom at the box office this summer with Pixar's "Inside Out 2" and Marvel's "Deadpool & Wolverine," which grossed $1.67 billion and $1.3 billion, respectively, making these two films the highest-grossing animated feature and the highest-grossing R-rated film of all time worldwide. In addition to Pixar and Marvel's successes, 20th Century Studios also released a surprise hit, with "Alien: Romulus" grossing $315 million worldwide. Of this total, China contributed 728 million yuan ($102 million) by the Wednesday after its release, boosting the sci-fi horror genre in the country and making "Alien: Romulus" the second highest-grossing foreign film in China for 2024 so far.

Looking forward, Disney has announced various projects including movies such as "Avatar: Fire and Ash," "Toy Story 5" and "Frozen 3" as well as a new rollercoaster at Shanghai Disney that is themed around Spider-Man. Additionally, many marketing events are planned, such as the Star Wars Celebration in Japan next year and a celebration for the 30th anniversary of "Toy Story." In conjunction, Disney has predicted that a variety of merchandise will flood the market, especially targeting Gen Z — those born between the mid-1990s and early 2010s — and Gen Alpha, those born after the 2010s.

An exhibition section dedicated to Stitch and its merchandise at an exhibition before The Walt Disney Company's Greater China Consumer Products Showcase 2025 in Shanghai, Sept. 10, 2024. [Photo/China.org.cn]

After successfully transforming Lotso, a pink strawberry-scented teddy bear from "Toy Story 3" (2010), into a star that initiated the production and sales of merchandise, Rahman revealed that their next star in the making is Stitch from the animated feature "Lilo & Stitch" (2002). According to customer surveys and insights, he said, the adorable and naughty alien creature, much like a space dog, has a huge fanbase and market potential. Additionally, a live-action movie of "Lilo & Stitch" is in the works for 2025, further fueling the enthusiasm.

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