(Yicai) Sept. 10 -- Disney Consumer Products is helping its Chinese partners to enter international markets, particularly in Southeast Asia, as part of the US media and entertainment giant’s cross-border strategy, according to an executive.

Disney has struck deals with almost 70 partners in the Asia-Pacific region, including Chinese companies such as Pop Mart and Miniso, Kermid Rahman, Senior Vice President & General Manager for Disney Consumer Products in APAC, told Yicai recently.

The company launched its cross-border business strategy last year, aiming to leverage its vast global resources to help local authorized partners sell licensed Disney products in overseas markets in a move that aligns with the California-based firm’s broader efforts to diversify its revenue streams and respond to the global shift in retail dynamics.

Disney supports its partners in setting up overseas sales channels, even assisting with site selection and merchandise design, Rahman said. Many local partners have fantastic products but are unfamiliar with overseas markets. By connecting with Disney’s overseas resources, they can unlock new business opportunities, he said.

Retailers are facing a lot of pressure in various areas, Rahman said, so Disney's consumer goods section aims to develop a five-year strategy to help partners deal with market challenges, and this has helped to generate sales momentum. 

The cross-border strategy is expected to boost the performance of Disney China’s consumer products business, Rahman said, and the company hopes to help more authorized partners enter the Asia-Pacific market and even European and North American markets in the next five years. 

Disney was the world’s top licensor in 2022, with retail sales of USD61.7 billion, according to License Global.

Editor: Tom Litting