Learning to Chat With Mickey Mouse

Well, this is certainly new.

Disney has opened a school that teaches Chinese kids English, or what they call "Disney English".

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 & Stitch, the company's flagship school here is filled with Disney references.

It was hard to figure out the reason and motive for Disney to open such a facility. However, there's a hint on why they would do this.

Disney, based in Burbank, Calif., already sells merchandise at shops nationwide and has produced two films in the country, including a live-action one due for release this year featuring China's beloved pandas. And in the boldest attempt to extend the brand, the company recently asked China's government for permission to build a $3.59 billion Shanghai Disneyland that could open in 2014.

Still, amid China's limits on foreign media, the company has been unable to start a television channel or distribute its full portfolio of movies in China, and teaching English is a way for Disney to expand its reach. The company plans to have four Shanghai centers by June, from the current two, and to launch in Beijing within a year. Disney declined to say how many students it has.

It certainly is an interesting approach to penetrate more of the Chinese market. Still, are they making money out of something like this, or is this also simply a "loss-leader" to get the kids be familiar with the Disney brand name?

Zz.