Chapter 11: Developing and Managing Products

The Walt Disney Company is one of the most successful family brands in the world. The company has been around since the 1920s, and it has proven to be one of the top innovative firms. Disney has many different product lines, which consist of: studio entertainment, parks and resorts, media and cable, consumer products, and Disney interactive.

Disney has managed to stay successful over the years because of their ability to innovate and add new products to each of its product lines. Each year Disney adds numerous new products to the many existing product lines actually quite often it’s like a domino effect. For example if Disney releases a new movie (addition to studio entertainment) they would also release character theme toys from the movie and many character theme consumer products, also they would add a new character themed ride in Disneyland and the many different parks and resorts locations and finally they would add a new cartoon show with the characters form the movie and also create a new interactive game with the characters from the new movie.

A perfect example of this would be when Disney purchased marvel and made Ironman movies. After these movies came out Disney produced many Ironman character themed consumer products this then lead to Disney opening a new ironman attraction at Disneyland also on Disney XD (Disney channel) started airing ironman cartoon plus Disney released ironman interactive games.

Key to Disney’s success is their ability to innovate and create new products they can add to their already existing product line. Disney’s mission statement says it all Creativity +Innovation= Profit

"The mission of The Walt Disney Company is to be one of the world's leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world."