Disney brings consumer products to Vietnam
Walt Disney yesterday deepened its involvement in Vietnam by announcing a master licensing agreement with East Media Holding Inc. (EMHI) to promote Disney-branded consumer products here and elsewhere in Indochina.
Douglas K. Miller, executive vice president and managing director of Walt Disney International, said that global expansion was one of three strategic priorities to propel the company forward, and Vietnam is the next step.
“Today we are proud to take such an important step in delivering on our international strategy,” Miller said at the ceremony in HCMC to announce the licensing agreement for customer products for Indochina. The agreement was inked between The Walt Disney Company and EMHI Licensing Inc., a subsidiary of East Media Holding Inc.
“Vietnam is a dynamic market that is experiencing tremendous growth and with this announcement, three of our four lines of business, Disney consumer products, studios, and media networks are now present here,” Miller added.
The fourth line of its business is the theme park model Disneyland, but the company has developed such an entertainment park in Hong Kong, so they have not yet had plans to develop a similar model in Vietnam.
Under the deal, EMHI is appointed the official and exclusive partner for The Walt Disney Co. in Indochina, responsible for licensing Disney-branded consumer products for numerous categories from publishing to food and beverages, apparel and accessories.
EMHI will help Disney to play an integral role in the growth and localization of products ideally suited and tailored for the local market.
At a press meeting in HCMC yesterday, Ken Chaplin, vice president of retail sales and marketing and emerging markets for Disney Consumer Products in Asia Pacific, said the company was looking for a long-term approach in Vietnam for consumer items. This is seen in efforts by the company to build relationships with retailers and deepen awareness of Disney characters as this market develops.
EMHI have been working with various corporate entities in different industries here in Vietnam and it has concluded partnerships with Vinamilk and Saigon Culture Corporation (SCC), the last-named will distribute Disney’s magazines, books and school equipment It is also in discussions with many other Vietnamese corporations and multinationals operating in Vietnam.
Besides, EMHI will look for local and foreign companies in Vietnam to manufacture Disney’s consumer products, he said.
“We believe in Vietnam’s future and we are here with a long term commitment, as is Disney. We also believe that Vietnam will grow to have decisive impact on ASEAN and beyond and we are proud to start building our base here,” said Wu Allen, founder and CEO of EMHI.
EMHI has appointed its subsidiary Creative Media Co., Ltd. to develop marketing initiatives to build and grow awareness of Disney in Indochina.
Last April, Buena Vista International, the Walt Disney Studio’s international distribution unit, announced its entry to Vietnam though a distribution deal with MegaStar Joint Venture Co. Ltd. MegaStar will distribute a line-up of Disney and Touchstone movies.