I Want to Build an Empire Like Walt’s
My favorite Christmas gift that I received when I was little was this “Polly Pocket” style Cinderella castle. It was my first exposure to the ingenuity of the vast Disney brand. There was a secret chamber where Cinderella “transformed” from rags to riches; a stair that flipped over to reveal a lone glass slipper when you wished to replay the scene where she runs from the Prince at midnight; a spinning dance floor where Cinderelly and the Prince can twirl together to “So This is Love” to the disdain of her stepmother; a hidden pull-out compartment in the back to store the three Cinderellas (Maid, Ball, Wedding), her fairy godmother and all the others. Of course, I still have the thing - it sits on a shelf next to my prized Japanese food miniatures, special edition Peter Pan action figures and golden Mickey ears.
I highly doubt anybody doesn’t have a fond children memory involving Disney. After all, the fairy tales we learned were the work of Walt and his minions, not the originals of the Brothers Grimm - maybe the “Cinderella” we knew first was easier to fall alseep to than the German version where the stepsisters actually mutilate their feet to fit the slipper. Who didn’t yearn for a Disneyland vacation as a youngster, only to encounter crowds and long lines; memories of fussy crying while waiting to fly in Dumbo or meet Sleeping Beauty are still memories. We all had Mickey Mouse clothing (I’m not referring to the retro t-shirts people have now), bedding or backpacks.
The genius of the Disney brand lies in its lasting impression and ability to progress with the times. Of course, its portfolio diversification doesn’t hurt either. Because Disney is a well-known and distinguishable theme of fairy tales, “happily ever after” and memorable characters, it fares well when branching out from cartoons. It can keep the unique but recognizable characteristics without being tacky or obvious. Disney’s subtlety and adaptability ensures that it will be “Part of Your World” for decades to come (sorry, I couldn’t resist the pun).


