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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?
- 4. Originally called the Disney Bear and was characterised by:
- 5. The Mickey Mouse shape on his face, feet and backside
- 6. Came in brown, black, white, pink, purple, blue, gray, and teal
- 7. Came with a small paper storybook that explained his story
- 8. Good quality and roughly the same size as a Build-a-Bear Workshop soft toy (16 inches)
- 9. Eventually released in other stores in Walt Disney World, and later in California DisneylandLatest version of Disney Bear
- 11. Did not have a proper name
- 12. Disney tried again with various updates to the design which included:
- 13. Additional colours (e.g. pastel pink)
- 14. Themed bears (e.g. Princess and seasonal versions)
- 15. Changes in size (e.g. 12 inches tall)
- 16. Used as promotional items (e.g. "gift with purchase“).
- 17. Sold outside of the Disney Parks at the now closed World of Disney NYC, New York
- 18. Quality and price lowered, but the design remained similar
- 19. Still unsuccessful and Disney eventually sent the remainders to Disney outlet stores
- 21. 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
- 23. 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
- 24. An entire line of changeable costumes and accessories were created for Duffy
- 25. The small accessories proved popular and a phenomenon was born
- 26. Eventually, an entire collection of Duffy merchandise made its way onto DisneySea store shelves including candies, charms, and handbags
- 28. 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
- 30. March 2009 – OLC’s revenue from Theme Park Merchandise increased by ¥16 billion (US$191 million)
- 31. Could be due to Duffy mania
- 32. January 2010, Shellie-May debuted as Duffy's friend
- 33. Shellie-May's introduction included her own line of clothing and accessories
- 34. Simultaneously, Walt Disney World also attempted to create a friend for the Disney Bear but halted development after Shellie-May’s debut
- 35. March 2010, Duffy got his own show at DisneySea called “My Friend Duffy” which centers on the character and his backstoryShellie-May
- 36. 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
- 37. 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
- 39. Since the 1970s, kawaii culture has been a prominent aspect of Japanese popular culture, entertainment, clothing, food, toys, personal appearance, behavior, and mannerisms
- 40. 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
- 41. Therefore it is equally acceptable for a salaryman to have the same “cute” keitai strap as a schoolgirl
- 42. Queuing Culture
- 43. Japanese people are willing to wait in line which in turns gathers more people
- 46. Capitalised on the travel aspect of Duffy - “Where will you take him?”
- 47. Bears were placed in suitcases and trunks that have country stickers all over
- 48. Six new outfits released - sailor, Canada, Mexico, China, a baseball jersey, and a safari outfit.
- 49. Launch included Duffy’s full line of costumes and souvenirs and sweets
- 50. 12 inch “My First Disney Bear” rereleased as “My First Duffy Bear” in the classic Tokyo bear style
- 51. 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
- 53. Duffy Christmas stickers that people had to wear
- 54. Badly received since many wanted to keep the stickers intact for scrapbooking purposes
- 55. Available in a few stores throughout the Park and DisneyLand Hotel
- 56. Emporium has a small area dedicated to the arrival of Duffy and sold pre-dressed Duffys, but failed to capitalise on the Christmas season
- 57. Originally only a limited number of Duffys would be sold (i.e. 1,000 bears)
- 59. Outfits are more kid friendly – lacking a lot of separate pieces,adornments and embroidery
- 60. Pricing in line with Tokyo: HK$320 / US$41
- 61. The outfits are exactly the same as those from DisneySea, though tagged slightly differentUSA Duffy Hong Kong Duffy
- 63. 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)
- 64. 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?
- 66. 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?
- 67. 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:
- 84. http://www.toyokeizai.net/business/management_business/detail/AC/56c2cae0ea42ee96b2b31ff1dd2acf1e/
- 86. Kinsella, Sharon; “Cuties in Japan” in Women, Media and Consumption in Japan (Brian Moeran and LiseScov eds.); Curzon & Hawaii University Press, 1995
- 87. Spar, Debora; Toys “R” Us Japan, Harvard Business School;1999