Disney Post | Official Blog of the Walt Disney Company
November 20, 2012

Disney's Otona Strategy in Japan Includes New Product and Store Concepts

By Heather Hust Rivera, The Walt Disney Company

We’ve been sharing several stories here on the blog about how Disney produces localized content in international markets. Of course, Disney also creates unique products, stores and experiences in markets around the world.

Debuting in Japan today, for the first time, is Dooney & Bourke’s Disney Collection. The collection of handbags, pouches, wallets, and other leather accessories are available exclusively in Japan’s 44 Disney stores, and these new products are as “Kawaii” (the Japanese word for cute) as they are top quality.

Both Dooney & Bourke and Disney have a strong reputation in Japan. At Disney, this new line of products is part of a unique strategy we call Otona Disney (or “Adult Disney”) -- tailoring products and services for the Japanese market with young women in mind. 

As part of the Otona strategy, the world’s first Disney store catering specifically to young adults opened at Kashiwa Takashumaya Station Mall earlier this month. The locally designed store features a bright white interior, a castle motif and several magical touches, including a mirror in which Tinker Bell appears as if she’s flying toward guests. The specialty shop carries fragrance, fashion items and other products that appeal to young women.

New products will continue to be introduced in Japan under the Otona strategy. In December, Disney Interactive Japan is expanding its Disney Mobile service with the launch of its new smartphones with leading mobile carriers DOCOMO and SoftBank. The line offers a 360-degree Disney experience to Japanese consumers, appealing especially to the affluent young female market that has been a core audience for Disney Mobile since it was first established in 2008.

Stay tuned to the blog for more info about what Disney is doing in Japan and around the world.

As part of the Otona strategy, the world’s first Disney store catering specifically to young adults opened at Kashiwa Takashumaya Station Mall earlier this month.
Dooney & Bourke’s Disney Collection of handbags, pouches, wallets, and other leather accessories are available exclusively in Japan’s 44 Disney stores.
In December, Disney Interactive Japan is expanding its Disney Mobile service with the launch of its new smartphones with leading mobile carriers DOCOMO and SoftBank.

4 Comments

Robert James November 21, 2012 at 12:20 AM

Wow! amazing! I really liked them all..I think walt disney is one of the most creative companies in the world.

Amy Keen November 21, 2012 at 12:50 PM

What a difference from the Disney Stores here in the States -- Japan gets all the cool stuff! :-)

Shaun Netsch January 24, 2013 at 12:12 PM

Just a suggestion from a Disney fan as well as a retail consultant..... Why can't we get an adult Disney Store like this in the US? It has been an ongoing battle to get anything in way of something NOT marketed for babies, kids, and tweens. When Disney Store first opened there was a great selection of merchandise to satisfy any Disney fan, regardless of their age. Disney Parks are doing well with their D Street, Trend-D, and Vault 28, would that concept not work in malls across America? I remember buying animation cells, ties, polo shirts, pens, etc from Disney Store. It is sad to say that even as a die hard Disney fan, I have NOT bought anything from DS in about 10 years. All one has to do is spend a few minutes on any given Disney fan site to see Disney fans are NOT happy with the direction of DS. The store design and technology is amazing, but the product mix is lacking. When Walt Disney came up with the idea of Disneyland, he wanted a place where EVERYONE in the family could go and enjoy. When DS opened, it was in a way an extension of the culture, now, unless you are a Soccer Mom or a little kid, there is no reason to even walk in.

Dustin Monroy March 15, 2013 at 5:40 PM

I concur with Shaun Netsch. Disney stores were once a special experience to go into, b/c, like the parks, you had something for everyone. The Disney store on 5th Avenue in NYC even helped me in the formative years of my courtship with my now wife (I bought many a cell and collectible for her from there!). Now, going into a Disney Store in the states is just a little more than walking into a regular toy store, except with Disney brand stuff. Alas, hope springs eternal and The Mouse has a way of getting things right eventually-- perhaps this Japan move is an early test market step for a broader move elsewhere.