According to Péter Hellner, regional director of the Walt Disney Company, who is responsible for 13 countries, growth can be achieved even when it is recession time. Licensed products stand out from the crowd, they have instant advantages and in the present case are supported by several Disney brand activities.

Walt Disney has been successful for 80 years, has USD 42-billion annual turnover and 166,000 employees. The company has been present in the Hungarian market for 20 years. In 2006 they acquired Pixar and in 2009 they bought Marvel, while recently Lucasfilm also ended up at Disney. All of the new acquisitions have characters with high brand equity and can help companies in many sectors – we learn from László Sőléd, FMCG category manager of Walt Disney. For instance Vitapress’ ‘sparkling wine’ for children with Disney charact. Business expectations and support mechanisms are also discussed. When cooperation has started and retailers also support good ideas, really special in-store presence is realised for products with Disney characters. No wonder that the little ones often say in the shop: Mom, please buy that one!