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  • 1. Duffy in Japan International Consumer Management January 2011 Group Malasada 08BN069P – Eriko Sugimoto 08BN092M – Tomoko Nawata 09BN948Y – Robyn Taniguchi 09MB903S – Amy Vo-Van 09UA907M – BinhNghiem
  • 2. Duffy the Disney Bear is the first Disney character to not have originated from a show Until late 2010, Duffy could only be bought from DisneySea, Tokyo Available merchandise include clothing for Duffy, keitai accessories and live shows What is Duffy?
  • 3. Origins of Duffy Created as a marketing tool to help launch a new toy store, Once Upon a Toy, at Walt Disney World (Florida, USA) in 2002 Originally called the Disney Bear and was characterised by: The Mickey Mouse shape on his face, feet and backside Came in brown, black, white, pink, purple, blue, gray, and teal Came with a small paper storybook that explained his story Good quality and roughly the same size as a Build-a-Bear Workshop soft toy (16 inches) Eventually released in other stores in Walt Disney World, and later in California Disneyland Latest version of Disney Bear
  • 4. Problems With The Disney Bear Was not a successful product in the USA Did not have a proper name Disney tried again with various updates to the design which included: Additional colours (e.g. pastel pink) Themed bears (e.g. Princess and seasonal versions) Changes in size (e.g. 12 inches tall) Used as promotional items (e.g. "gift with purchase“).   Sold outside of the Disney Parks at the now closed World of Disney NYC, New York Quality and price lowered, but the design remained similar Still unsuccessful and Disney eventually sent the remainders to Disney outlet stores Recently, Disney changed the design (12-13 inches) and restarted selling the Disney Bear at the parks and online
  • 5. Duffy in Japan: 2004 The Disney Bear debuted exclusively at Tokyo DisneySeain the Christmas of 2004 at the decision of the Oriental Land Company (OLC), the operator and owner of Tokyo Disney Resort There was no change to his story or name and there was only one option for colour - tan/crème OLC opted not to release any of the other colors because they wanted a more natural-looking bear.   Features were changed to match Japanese taste (e.g. softer material) Original Disney Bear vs. Duffy
  • 6. Duffy in Japan: 2005 It was a slow start and throughout 2005 there were sporadic releases of the Disney Bear with different costume accessories By winter 2005, the Disney Bear had been turned into a full-fledged meet-and-greet character at DisneySea
  • 7. Duffy in Japan: 2006 To improve sales, the DisneyBeargot a new name and backstory, and was relaunched to coincide with the 5th Anniversary of DisneySea He was named Duffy because Mickey carried him in his duffel bag and his backstory was tailored to fit in with DisneySea’s American Waterfront An entire line of changeable costumes and accessories were created for Duffy The small accessories proved popular and a phenomenon was born Eventually, an entire collection of Duffy merchandise made its way onto DisneySea store shelves including candies, charms, and handbags Duffy even got his own website, the official Duffy MerchandisePage
  • 8. In 2007, he got more costumes (e.g. sweater set, pirate outfit, and his first Halloween costume)   Duffy in Japan: 2007
  • 9. 2008, for Tokyo Disneyland's 25th anniversary there was an explosion Each month there was a new costume released based on a Disney Character (e.g. The Mad Hatter); this was in addition to Halloween and Christmas outfits Fans bought the bear and his costumes and started to carry him around the Parks His popularity meets - and some might even argue - exceeds that of Mickey Mouse Duffy in Japan: 2008
  • 10. Duffy in Japan: 2009-2010 Sales of Duffy in 2009 were threetimesthat of 2008 March 2009 – OLC’s revenue from Theme Park Merchandise increased by ¥16 billion (US$191 million) Could be due to Duffy mania January 2010, Shellie-May debuted as Duffy's friend Shellie-May's introduction included her own line of clothing and accessories Simultaneously, Walt Disney World also attempted to create a friend for the Disney Bear but halted development after Shellie-May’s debut March 2010, Duffy got his own show at DisneySea called “My Friend Duffy” which centers on the character and his backstory Shellie-May
  • 11. Why did Duffy succeed in Japan? Limited and seasonal sales Many people go to DisneySea just to buy Duffy, Shellie-May or their seasonal costumes/accessories Conformity In DisneySea, the cashiers generally do not wrap purchased Duffys, and instead, people are expected to carry their Duffy around the Park Which further exposes Duffy to the masses and he can now be seen throughout Tokyo
  • 12. Why did Duffy succeed in Japan? (con’t) Japan has the second largest toy market in the world Falling birth rate means (grand)parents have more money to spend on fewer (grand)children Lack of space in cities means children’s playtime is mainly confined indoors Toys are used to compensate for the constant pressure to excel at school
  • 13. Why did Duffy succeed in Japan? (con’t) kawaii Culture Since the 1970s, kawaii culture has been a prominent aspect of Japanese popular culture, entertainment, clothing, food, toys, personal appearance, behavior, and mannerisms The ideology of kawaii culture is to be able to put aside the pressures and responsibility of adulthood and to return to a period in life where things were much simpler and has a predominately positive image despite its relationship with the media and consumerism Therefore it is equally acceptable for a salaryman to have the same “cute” keitai strap as a schoolgirl Queuing Culture Japanese people are willing to wait in line which in turns gathers more people For Duffy, many have to queue up to 9 hours to buy it
  • 14. 14th October 2010Debuted at Epcot at Walt Disney World and Disney California Adventure Park 19th November 2010 Debuted at Hong Kong Disneyland to coincide with the Christmas festivities Duffy Goes Global
  • 15. Launch Tactics USA Meet-and-Greet / photo stations set-up and “I just hugged Duffy the Disney Bear” stickers Capitalised on the travel aspect of Duffy - “Where will you take him?” Bears were placed in suitcases and trunks that have country stickers all over Six new outfits released - sailor, Canada, Mexico, China, a baseball jersey, and a safari outfit.  Launch included Duffy’s full line of costumes and souvenirs and sweets 12 inch “My First Disney Bear” rereleased as “My First Duffy Bear” in the classic Tokyo bear style Epcot’s Kidcot Mask Program will change to a unique Duffy that Guests can take from country to country to colour, decorate, and receive country specific Duffy stamps Disney Hotels will feature a Duffy cartoon TV and he will even make an appearance in the Disney Parks Christmas Day parade
  • 16. Launch Tactics Hong Kong Prime photo location on Main Street  Duffy Christmas stickers that people had to wear Badly received since many wanted to keep the stickers intact for scrapbooking purposes Available in a few stores throughout the Park and DisneyLand Hotel Emporium has a small area dedicated to the arrival of Duffy and sold pre-dressed Duffys, but failed to capitalise on the Christmas season Originally only a limited number of Duffys would be sold (i.e. 1,000 bears) The packaging for outfits is identical to DisneySea - stickers were applied to cover up the Tokyo references – and no Hong Kong exclusive costumes released
  • 17. Differences From DisneySea’s Duffy Sold at US$25 (as oppose to 3,800 yen / US$45), consequently, the USA Duffy is of lower quality Outfits are more kid friendly – lacking a lot of separate pieces,adornments and embroidery   Pricing in line with Tokyo: HK$320 / US$41 The outfits are exactly the same as those from DisneySea, though tagged slightly different USA Duffy Hong Kong Duffy
  • 18. Future Concerns and Marketing Strategies: USA Opening Day reception of Duffy was warmer at Hong Kong Disney than at Disney California Adventures Will Duffy succeed or will it have the same fate as the original Disney Bear due to the American opinion that soft toys are for children only (unlike in Japan where it is marketed towards young women) Will Americans be annoyed at the lower quality Duffys sold in the USA, while Hong Kong enjoys the same high quality as that in Tokyo? Does it mean that Disney is going to really push this “One Disney” concept and rebrand everything with the “Disney Parks” logo 
  • 19. Future Concerns and Marketing Strategies: Japan OLC aims to make Duffy a long-term representative of DisneySea, consequently, Duffy is one of the greeters at the DisneySea entrance With Hong Kong Duffy being the same product, will the lack of exclusivity affect sales in Japan and / or in Hong Kong, and will OLC continue to develop DisneySea-only costumes? Originally, consumers in Japan preferred to pay high prices for premium goods and services, however, recently Japaneseconsumers are now increasingly making use of discount and online stores due to: The economic downturn Generation-Y (those in their 20s) have very different spending practices from their predecessors
  • 20. Future Concerns and Marketing Strategies: In General Increased focus on pre-dressed Duffys for special occasions like Christmas, Easter, birthdays and graduations Plans for “create your own” Duffy and new clothes lines Tentative plans to release Duffy in Disneyland Paris, but there are concerns on its reception So far Duffy is only available in most Disney Parks and not online As the world becomes more globalised and internet-based, will this affect sales, or improve them due to Duffy’s limited accessibility and branding
  • 21. Sources http://clippingdisney.posterous.com/?tag=duffy http://disneyparks.disney.go.com/blog/2010/09/duffy-the-disney-bear-debuts-at-disney-parks-in-october/ http://disneyparks.disney.go.com/blog/2010/11/walt-disney-world-resort-creates-%e2%80%98cuddliest-christmas-tree%e2%80%99-for-toys-for-tots/ http://dreamcatcher.blog43.fc2.com/blog-entry-493.html   http://duffythedisneybear.blogspot.com/ http://www.facebook.com/#!/DuffytheDisneyBear http://factsanddetails.com/japan.php?itemid=742&catid=20&subcatid=136 http://fleet7.t35.com/my/my018.html http://www.jillstanek.com/population/abortion-vacati.html http://www.mouseinfo.com/Duffy_The_Disney_Bear http://news-en.hongkongdisneyland.com/Images/ImageDetail.aspx?AssetId=2ad76494-0853-4998-8c6f-121fd27f2e64 http://www.olc.co.jp/en/ir/data.html http://www.olc.co.jp/ir/e-book/annual2010/index.html#page=21 http://poohstravels.com/2010/11/23/duffy-the-disney-bears-debut-at-hong-kong-disneyland/ http://www.toyokeizai.net/business/management_business/detail/AC/56c2cae0ea42ee96b2b31ff1dd2acf1e/ http://webnews.asahi.co.jp/you/culture/2010/culture_20100518.html   Kinsella, Sharon; “Cuties in Japan” in Women, Media and Consumption in Japan (Brian Moeran and LiseScov eds.); Curzon & Hawaii University Press, 1995 Spar, Debora; Toys “R” Us Japan, Harvard Business School;1999