A Solid Surface for Disney Success

Here's a coverage, by the New York Times no less, of something that is often neglected, the Disney On Ice production. It reveals how this has become an important aspect of the company to introduce the Disney brand into markets that are difficult for the company to penetrate.

Disney on Ice, once a backwater that the media giant practically ignored, has quietly grown into an important tool for the company as it seeks to further exploit its creative franchises and turn young children into Disneyphiles. Moreover, the shows — which are populated with figure skaters dressed as Disney cartoon characters — are helping the company expand into difficult foreign markets, analysts say.

“People forget that these kinds of live shows can be extremely powerful brand builders,” said Alan Gould, an analyst at Natixis Bleichroeder in New York.

The article describes one example where the ice shows have managed to generate considerable interest in Disney merchandise.

But the company has been able to use a powerful lever — Disney on Ice — to increase demand among Russians. Last year, Moscow and St. Petersburg played host to “Princess Classics,” a skating show meant to introduce children to characters like Snow White.

The tour, Disney’s second such effort in the country, sent retail sales of Disney merchandise soaring and generated positive local media reports. Three more tours are in the works.

For me, the Disney On Ice show is another opportunity to get into the Disney spirit (I've been now to wear my Mickey Ears hat to one of these shows) in between our trips to WDW.

Zz.