Walt Disney International (WDI) is at the center of Disney’s new business development and growth activities in markets around the world. WDI’s responsibilities range from providing administrative support and coordination for Disney’s global offices to increasing the globalization of the Disney brand to ensure that it is locally relevant to consumers around the world.
From Russia and India to China and Latin America, WDI has invested to grow its businesses, capitalizing in many of those markets by the creation of localized versions of Disney family entertainment. October 2008 saw the release of Disney’s first animated film created especially for the India market, Roadside Romeo, as well as the exciting debut of the stage production in Moscow of Beauty and the Beast, which will embark on a six-city tour of Russia. Minnie Mouse made a splash on the pages of Russian Vogue magazine, wearing fancy attire designed by top Russian fashion designers. The first film created specifically for the Russian market, The Book of Masters, will arrive in movie theaters next year. After the successful release of The Magic Gourd, the first Disney film made locally in China, a second film, Touch of a Panda, will premiere in early 2009.
In Latin America this year, two localized versions of High School Musical – one in Argentina and the other in Mexico – danced their way to box office success. Localized versions of Desperate Housewives are proving to be an international hit on small screens throughout the region.
WDI has also consolidated an integrated organizational structure in Japan, assuring that all Disney content has a clear vision and is consistent with other Company-wide priorities. An all-new Japanese animated TV series, Stitch, has been a ratings success and is another successful example of what happens when content is created specifically for a given market.
This year, WDI formed the European Management Board (EMB). The EMB assumes responsibility for identifying and exploiting growth opportunities in Europe, the Middle East and Africa, including acquisitions, as well as agreeing on cross-business strategic priorities and initiatives to support them. The EMB constantly evaluates ways in which WDI can maximize efficiencies across operations, both front and back of house; develops brand marketing plans; and drives synergy support for key Company priorities. It communicates a clear strategy for TWDC senior management and will work to ensure that similar objectives are achieved on an individual country or territory basis.
Together with the impact of assertive strategies in developed markets, the creation of the EMB and an eye to overall growth, WDI will continue to use localized content and staff to establish and reconfirm the Disney brand globally.
