You never visit a Disneyland without taking a look at the memorabilia. Shanghai Disney Resort, which is set to open this June, recently revealed what to expect from its shopping experience: nearly 7,000 products, including stationery, toys, home appliances and clothes, plus on-site services like candy-making.

Gu Zhengwei, director of the merchandising department, said on a recent press conference that more than half of the products were specifically designed for the Shanghai resort. His team has worked in Disney's merchandising for over 20 years and many of them also have expansive experience retailing in China.

"Over the past few years we have done a lot of research to understand Chinese consumers and their buying habits. The team also travels to Disneylands around the world to learn how they make the best out of their merchandise and shopping experience. Only by doing so, can we tailor something that best fits Chinese visitors," Gu said.

Gu said the key was 3 Cs: color, cartoon and cute. "The products' colors are very brightly toned, the cartoon characters are distinctive, and most importantly, they are cute," he said.

A Chinese twist 

To begin with, the resort has more than 30 shops, each having its own theme. A Chinese twist is obvious.

At the Garden of the Twelve Friends, for example, one can find jigsaw puzzles, badges and keychains based on 12 Disney characters that were chosen to embody different symbols of the Chinese zodiac. For example, Remy, the clever and determined rat from the Disney Pixar film Ratatouille, represents the Year of the Rat, while the charming and gentle lambs from Mary Poppins stand for the Year of Sheep. There are no surprises that the Dragon turns out to be Mushu from Mulan.

Chen Yunmin, who is responsible for graphic designs of the resort's merchandise, said his personal favorites are products featuring the retro-Shanghai style Mickey and Minnie, which the department specifically designed for the Shanghai resort.

"Initially, we wanted to create something that is unique and available only at the Shanghai Disney Resort. We were thinking, since Mickey Mouse was created in 1928, what was Shanghai like back then?" Chen said.

He said both the American and the local colleagues on the team agreed that women on old Shanghai's calendar posters were the epitome of beauty, and relied on it as an inspiration.

Therefore, we see fluffy toys of Minnie in qipao-flavored costumes, her cute shoes and ribbons also embroidered with delicate traditional floral patterns. The fact that Shanghai was already under Western influence went into the images too; in one set of figurines, we find Mickey dressed in three-piece suits and a top hat hemmed with traditional Chinese graphics.

There will be 45 kinds of products under this collection when the park opens. Chen said they are not just creating Chinese flavors, but respect the characteristics of the characters.

"So Minnie is very classy, and Mickey is a gentleman. Later we will add more characters, for example the very feminine Daisy," Chen said.

The Mickey Mouse hat, a staple of the Disney resorts worldwide, will be available at a shop called Old Train. It is the only place in the world one can have his or her name embroidered on the official hat in simplified Chinese characters.

Shanghai Disney merchandise feature retro-Shanghai style Mickey and Minnie. Photos: Courtesy of Shanghai Disney Resort

 

For different ages

Lin Lizhen, who is in charge of merchandise development, said the team has taken the interests of different age groups into consideration.

For example, there is a Winnie the Pooh collection dedicated to children and babies. The pirate-related costumes and props to be sold at the Treasure Cove, the land based on the original Pirates of the Caribbean attraction and its popular film franchise, will cover small kids too.

For young adults, Lin highly recommended toys, clothes and accessories designed for the TRON Lightcycle Power Run, a thrilling ride at Tomorrowland. Her personal favorite is a TRON jacket the Shanghai team specifically designed.

There is also a Star Wars-themed shop where one can buy "more sophisticated" toys and accessories, Lin said. It is also where fans can create their own lightsabers.

Candy-making

Disney-themed confectionaries can be found in the resort's two candy-themed open kitchens. A pink-colored candy shop, representing the village where Minnie grew up with her grandmother, is the place for the widely popular caramel-flavored Mickey Mouse candied apples. Visitors can watch how the candy masters make the sweets on site.

The resort doesn't have plans to sell the merchandise over the Internet yet.

"In the run-up to the opening, we want to focus on the resort," Gu said.