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Thursday, December 24, 2020

Disney’s Marketing Genius

Aloha Everyone,

Walt Disney, the founder of Disneyland, was a marketing genius. He instinctively knew how to expand his business by licensing images of characters his company created. Images of Mickey Mouse, Donald Duck and other characters graced children’s lunch boxes, school supplies, clothing and shoes.

Disney’s first animated movie, Snow White was a huge commercial success. Stage play, character images, books, songs, princess clothing and accessories were licensed.

Today Disney owns hundreds of stores selling its logo products. Additionally Disney owns numerous theme parks, Lucasfilm, Pixar, ESPN & ABC. This means Disney owns the ever popular Star Wars.

In marketing lexicon, known as “cross promotion”, Star Wars main characters and those that were developed later as offshoots from the original Star Wars saga are now targeted to new generation of Star War fans. I owe my gratitude to our granddaughter who has introduced me to the Mandalorean series and Clone Wars. Imaginative characters as Ahsoka Tano, young Anakin, young Obi Wan, and Grogu will continue to expand the empire Disney created. “May the force be with you.”

Aloha -- Cathi