Hong Kong Disneyland Resort enhances guests’ immersive experiences with innovative merchandise

Resort leaders share the fresh and creative product strategies that made fiscal year 2023 a success

With its distinct themes, immersive storytelling, and innovative products, Hong Kong Disneyland Resort (HKDL) continues to win hearts globally with its dedication to fostering cross-generational connections.

HKDL brings Disney magic from the park into guests’ daily lives through a vast selection of merchandise, enabling them to create treasured life-long memories.  

Taking immersion to the next level

Visitors can celebrate their fantastic day at the magical park by visiting must-see destinations like the world’s first and largest Frozen-themed land, World of Frozen. But they can further lift their immersive experience thanks to an array of innovative Disney products.

An outstanding example is the one-of-a-kind Disney shoulder plushes and headbands which sold like hotcakes at the park – which became a trendsetter in the market – powering guests’ affinity for Disney. One in four park guests on average sport these exclusive Disney accessories.

Then there is Disney bounding, a unique way of using Disney characters to inspire guests’ outfit choices. Guests express their passion for Disney by dressing like their favorite Disney characters, such as Queens Anna and Elsa, or wearing the signature colors of Duffy and Friends.

Mary Lam, director of merchandise at HKDL, notes that Disney bounding boosts emotional bonding among family and friends. “We are continually exploring ways to elevate the guest experience through this immersive form of dressing up,” she says.

Another popular way guests can personalize Disney characters and stories is through face painting and body art. “Adults like to find simple ways to express their passion. As a result, you’ll witness kids wearing amazing attires while their parents get their faces painted,” Lam observes.

Guests at World of Frozen have taken to HKDL’s hairstyling services with gusto. According to Justin Chan, merchandise operations integration manager at HKDL, 18,000 hair ties and scarves have been sold in next to no time. “The service has been top-rated and amplifies how guests engage with World of Frozen,” he says.

“Our compelling Disney products are a draw for guests everywhere and elevate their immersive experience, creating memorable moments and generating excitement for all,” he adds.

Pursuing innovative strategies

In keeping with its mission to create unforgettable experiences, HKDL is also exploring product collaborations with other premium brands, such as Godiva, a chocolate company.
“We have collaborated with Godiva to create eye-catching packaging that has elevated the guest experience in World of Frozen,” said Chan. “Guests can purchase a range of products from the resort and savor the magic through exquisite souvenirs.”

In another case, Chan shares their successful collaboration with FDMTL, a trendy Japanese apparel brand, to produce an indigo dyeing technique-inspired collection, which attracted many fans, especially young fashion trendsetters.

To elevate visitors’ Disney experience, Chan adds that they offer exclusive items such as HKDL logo T-shirts that can’t be found anywhere else.

Furthermore, HKDL understands guests’ desire for new and fresh items and experiences, so they are continuing to broaden their merchandise offerings. Take the Disney park-only Duffy and Friends franchise as an example. Duffy and Friends is among the top three bestselling franchises at HKDL, having grown almost 300% in FY23 compared with FY22.
Hundreds of fans from Hong Kong, Mainland, Taiwan, Japan, and Thailand, attended the immersive Duffy and Friends Play Days event in mid-March. The Duffy and Friends franchise has drawn fans throughout Asia through its themed merchandise collection.

“If you walk around the park, or even the city, you’re certain to spot someone sporting Duffy and Friends merchandise, such as LinaBell bags,” says Lam. “It enables our guests, no matter their age, to step inside the story and become part of it.”

Bringing joy to the community

HKDL is committed to serving the community while bringing joy to all. Through a series of donations, HKDL continues its tradition of helping those in need to spread the magic of the holidays.

The resort launched a Christmas Toy Donation drive as part of Disney’s Ultimate Toy Drive program. Over 60,000 toys worth approximately HK$13 million were donated to 25 non-profit organizations through the drive. Beneficiaries included The Hong Kong Young Women’s Christian Association, The Boys’ and Girls’ Clubs Association of Hong Kong, and the Hong Kong Children’s Hospital.

Additionally, HKDL marked the fifth year of its ‘Holiday Wishes Charity Postcards’ drive, a fun and festive initiative through which guests send season’s greetings to their family and friends, and the resort, in turn, delivers happiness to the community.

For the first time, the resort donated six bespoke Duffy and LinaBell plushes as unique collector’s items. Together with sales of the postcards, HKDL donated 100% of all proceeds – almost HK$1 million – to Operation Santa Clause.

“By giving back to the community, we spread happiness beyond the resort and bring happiness to those in need in creative ways,” Lam shared.