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Ice Shows Are Unlikely Branding Tool For Disney

The New York Times, Monday, July 7, 2008 12:15 PM

Disney on Ice--traveling shows populated with ice skaters dressed as Disney cartoon characters--are teaching youngsters about the Disney brand and helping the media company expand into difficult foreign markets. "People don't realize these kinds of live shows can be extremely powerful brand builders," said analyst Alan Gould.

Establishing Disney Channel outposts around the world has proceeded slowly because of tight government restrictions on foreign media. But those rules don't apply to the ice shows.

Now Pixar is getting into the act, with characters from "Cars" joining the show, and Pixar creative guru John Lasseter working on an upcoming production. This year, nearly 12.5 million people will attend one of 15 productions playing worldwide, including Disney Live, which are essentially the ice shows without the ice.

Read the whole story at The New York Times »

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