That slick-as-s--t Disney working a new market

MARKETPLACE: "Chinese Learn English the Disney Way," by James T. Areddy and Peter Sanders, Wall Street Journal, 20 April 2009.

New schools run by Disney in Shanghai to teach kids English.

Get this bit:

The company says the initiative is primarily about teaching language skills to children, not extending its brand in the world's most populous nation. But from the oversize Mickey Mouse sculpture in the foyer to diction lessons starring Lilo and Stitch, the company's flagship school here is filled with Disney references.

Hey, if Disney can do it better than the competition, I say, let the branding begin.

Comments

[large]

Maybe Disney can teach OUR kids to read!

[Patrick Squire]

Saw a few young adult Chinese working at Disney World last summer. Many spoke better English than some of the kids in my neighborhood. Even struck up a conversation about the Hong Kong dual government setup and how it worked with one young lady from there.

[Tom Kelley]

1. Parents around the world willingly spend bazillions on Disney (et al) merchandise for their kids, yet some feigned sense of purity calls for brand images to be scrubbed from the small portion of time devoted to organized academics?

2. Branding, at its core, is nothing more than highly effective/efficient communication. Why not use the tools that work best?