Selin Clayton

Oct 26, 2023 | campaignasia.com | Alejandro Arroyo |Selin Clayton

Disney turned 100 this week. It has been an entire century of magic. Even more interestingly for marketing professionals, a century of incredible brand building. From an animation studio to an entire ecosystem of touchpoints; from TV and film to theme parks to retail destinations to merchandise—Disney set the bar for making the most out of IP. But Disney entering its next century means it also leaves behind control of one of its original—and most brand synonymous—characters.