Mickey Mouse Adds English Teacher To His Resume

It appears Mickey Mouse has a new job in China – teaching English to Chinese children in Shanghai at schools owned by Walt Disney Co. The company says the initiative is primarily about teaching language skills to children, not a marketing push or about extending its brand in the worlds’ most populous nation, but what do you think? 

According to a recent Walls Street Journal article, a child enrolled at one of the Disney schools in China will encounter a Mickey Mouse sculpture in the foyer, receive diction lessons with Lilo and Stich, take classes in rooms named after Disney movies, complete exercises introducing Disney books, TV shows and movies, and receive magic tokens as reward gifts that can be exchanged for Disney products which are available at the store on site.  

Given Disney’s current presence in China, which is limited by the Chinese government’s constraints on foreign media; the Disney English schools seem like an innovative way for the company to expand the global reach of its brand while also entering the booming niche industry of English language instruction. From an IMC perspective, clearly Disney discovered a consumer need that the company is fulfilling in a relevant, original and impactful manner. Let’s just hope these kids don’t develop Mickey Mouse or Donald Duck accents!  

So weigh in below - do you think Disney is overstepping the line or being innovative in China?

--Guest Contributor: Divya Chopra, IMC Graduate Student