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22_Disney

22_Disney

Yet while holding onto its core identity of family and fun, the company hasn’t shied away from reinvention: Six years ago, the company was selling mouse-clad sweatshirts for $75 at the high end of its retail market; last fall, it pursued luxury lifestyle goods, with designer wedding gowns, handbags, and cashmere sweaters.

The next frontier: Russia, considered one of the last untapped media mega-markets. The Disney Channel–available in 22 languages in 135 countries and often used as a litmus test for full-on brand introduction in a new market–will bring the Big Mouse to the Great Bear later this year.FCS