Disnification

Merchandising

Referring to the promotion of goods in the form of or bearing copyright images and logs, including products made under licence, merchandising has been a popular way to increase profits of corporation. It is found everywhere ranging from movies to sports.

Disney theme parks utilise this principle because of two vital issues:

1)      The theme parks acts as sites for the selling of the vast array of Disney merchandise that has accumulated over the years; from pens to clothing, from books to sweets and from watches to plush toys. Sales from this merchandise are a major contributor to profits from the parks.

2)      They provide their own merchandise ranging from t-shirts with the name of the park on them to souvenirs printed with their cartoon character.

A very famous example in Japan is the Hello Kitty phenomenon. Starting out 36 years ago as a cartoon cat on a purse, it has appeared on everything from mainstream school notebooks to edgy, pricey Fender Stratocaster guitars. When McDonald's created Hello Kitty happy meals in Tokyo, people queued up outside in a way usually reserved for rock concerts.

The brand's owner, Sanrio, created a $1 billion marquee with a personality so appealing that it has been able to cross cultures, product sectors and move into experiences as diverse as theme parks and hospitals.

Some facts of how Hello Kitty has penetrated the global society:

·        Five couples get married each year at Tokyo's Sanrio theme park Puroland.

·        Sociologists note that Hello Kitty has both benefited from and helped fuel a cultural shift in Japan during the past generation that has encouraged greater spending and relaxation.

·        In 1984, UNICEF named Hello Kitty children's ambassador of the organization's American arm. In 1994, she became ambassador of the Japanese branch as well.

·        In 2004 to mark her 30th birthday, English department store Harrods sold a box-set of DVDs featuring an animated Hello Kitty starring in such classic children's tales as Alice in WonderlandSnow White. Though not the character's first appearance on film, the programs did depict Hello Kitty with a mouth, in order to deliver dialog. and

·        Artists from around the world, including French Fashion designer Jean-Charles de Castelbajac and American graffiti artist Ryan McGinley, contributed to a 2004 exhibit of Hello Kitty-inspired subversive art.

Sources:

http://www.hellokittyuniverse.com/page/Hello+Kitty+Fun+Facts

http://www.monegrosfestival.com/2008/pics/merchandising.jpg 

http://yeinjee.com/asianpop/wp-content/uploads/2008/02/largest-hello-kitty.jpg