Hong Kong Disneyland Resort reimagines ways to bring Disney merchandise into everyday lifeTravel | 14 May 2021
Tapping on its ingenuity, Hong Kong Disneyland Resort has expanded its business operation with four groundbreaking merchandising strategies, delivering Disney magic from the park to people’s everyday life.
Despite the temporary park closure due to the Covid-19 pandemic, Hong Kong Disneyland remains committed to spreading joy and happiness to everyone. Taking a cue from emerging consumer trends and demands, the resort’s merchandise department has pioneered strategies to expand its business coverage. Here’s how you can add a Disney sparkle to your life. Hong Kong Disneyland Resort will announce its FY20 Annual Business Review next Monday. Now reveal the four main strategies by its merchandise team.
Brand new product series tick everyone’s boxes
Boasting over 20 popular Disney-branded merchandise series, the resort has kept abreast with market trends by introducing more than 20 additional product lines to meet diverse customer needs and interests.
Wondrous household items:
In view of the phenomenal increase in the number of ‘home chefs’ due to the pandemic, the resort has launched a Disney-themed kitchenware collection, including Mickey Mouse and Friends pancake pan, Scandinavian style kitchen items, and colorful Mickey tableware.
Disney Tails series:
Specially created for adorable pets and their owners, the one-of-its-kind Disney Tails collection offers toys and essentials for cats and dogs.
Products to celebrate diversity and inclusion:
Dedicated to promoting diversity and inclusion, the wonderland has delivered more than 5,000 types of items featuring diverse Disney’s IPs, available to guests of different genders, ages and regions.
Commemorative merchandise gifts:
This May and July, the merchandise department is rolling out birthday and graduation celebration-themed products that will add a magic touch to your special day! They include Mickey’s birthday hat; Tsum Tsum graduation gifts; and Mickey Ears graduation cap.
Pop-up stores beyond the park
To make up for temporary closures during the pandemic, the resort took the initiative of stepping out of Lantau and establishing time-limited pop-up stores for the first time, bringing magical experiences to different parts of the city.
Hong Kong Disneyland Marketplace at Hysan Place:
The first pop-up store was opened from December 2020 to the end of April this year at Hysan Place in Causeway Bay themed on Hong Kong Disneyland’s 15th anniversary celebrations. A wide array of popular and limited-edition Disney merchandises were showcased at the store, including the New Year of the Ox gifts and Valentine’s Day themed items, which had taken the gift market by storm.
Hong Kong Disneyland Treasures at YATA in Sha Tin:
Building on its previous success, the resort launched a pop-store at YATA in Sha Tin, from March to April this year. Featuring ‘hot’ items like the nuiMOs and mini earphones, the store also showcased a series of 15th anniversary celebration-themed products, as well as the newly-launched household and Disney Tail series. Guests can also make on-site purchase of park tickets, Disney hotel dining and merchandise vouchers, and special offers on the resort’s hotel accommodation and “Magic Access” annual pass.
Hong Kong Disneyland Souvenirs and Sweets Pavilion at Times Square:
To help families celebrate Mother’s and Father’s Day, the ‘Hong Kong Disneyland Souvenirs and Sweets Pavilion ’ is currently being staged at Times Square in Causeway Bay, from May 7 to July 4. Popular gifts and food items include Disney tableware; ‘Vacuum Gourmet Meals For Home’ prepared by the resort’s hotel; molecular desserts at the ‘The Royal Food and Drink Fair’ ; and more.
A first-ever Disney gift pre-order online platform
Beyond the offline operations, the resort also leverages digital technology to unveil a ‘Disney Holiday Gift Pre-Order Sale’ online platform in December last year. It allows customers to enjoy a hassle-free shopping experience at home and has successfully boosted sale, especially during the joyful Christmas season.
Receiving an overwhelming response from the market, the online platform has accounted for about 10% of the merchandise department’s turnover. From December 2020 to May 2021 , it has introduced more than 500 Disney-branded merchandises, some of which can be purchased in advance online.
Even before the park reopened, several items had already sold out on the “Online Merchandise” platform, such as the Hong Kong Disneyland 15th anniversary ‘Let’s Celebrate’ commemorative bottles jointly launched with Coca-Cola, and the ‘Spring into Dance’ StellaLou plush and bag charm.
Trendy 15th anniversary collections to attract young adults
In 2020, the department has launched more than 200
15th anniversary commemorative items, accounting for about 20% of the overall merchandise sales. Among them, StellaLou’s 15th anniversary bag charm is the top seller which sold out in just two weeks. The stylish Black & Gold series and the dreamy Crystal Dreams series also appeal to young customers, making up about 5%of the overall sales.
In line with the launch of the renovated ‘Castle of Magical Dreams’, the department has introduced a total of 110 products themed on the castle and Disney princesses and Queens, with a contemporary touch on its design. Riding on the success of the Castle series, the resort is rolling out a ‘Castle of Magical Dreams’ 2.0 series later this year.
Going ahead, the resort will continue to evolve with the market’s trend and launch more trendy products that fulfil different guests’ needs.