Disney’s best-selling merchandise in Asia is a fluffy bear.

Disney's best-selling merchandise in Asia is a fluffy bear.

Duffy and Friends: A Hot Merchandise Magnet in Asia

Disney character Duffy bear and his friends may not be the most high-profile characters in the US, but they are hot merchandise magnets in Asia. Duffy and Friends have become the highest-selling franchise at Disney’s parks in Asia, generating a whopping $500 million in revenue this year.

Introduced in 2002, Duffy is a fluffy bear with a charming backstory linked to the iconic characters Mickey and Minnie Mouse. The revenues from Duffy and Friends include sales from Shanghai Disney Resort, Hong Kong Disneyland, and the Tokyo Disney Resort in Japan.

Disney’s third-quarter revenue for its global parks, experiences, and products segment, which includes merchandise sales, rose 13% to $8.3 billion from a year ago. While the company missed analysts’ expectations for overall revenue, the success of Duffy and Friends is a shining star in Disney’s portfolio.

Although Disney didn’t break down the revenue by country, it is estimated that international operations contributed about one-fifth, or 18%, of the segment’s revenues. Consumer products, including merchandise sales, also contributed another 14% to the segment’s revenues.

Duffy and his friends have captured the hearts of Asian consumers. The franchise’s popularity can be attributed to its adorable characters and engaging storylines. Apart from Duffy, the franchise includes Gelatoni, an artistic cat friend, and ’Olu Mel, a musical turtle.

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While Disney didn’t specify which character in the Duffy and Friends franchise is the most popular in Asia, LinaBell, a plush pink fox character, quickly became a massive hit in China when she debuted in September 2021. The demand for LinaBell was so high that scalpers were reselling a set of three plushies for as much as 10,000 Chinese yuan, or $1,570, in December 2021, despite the original price ranging between 100 to 300 Chinese yuan in the theme park’s permanent range.

LinaBell’s popularity has remained strong in China, according to a scan of Chinese social media sites. In fact, the Shanghai police even busted a criminal gang selling counterfeit LinaBell plushies in August last year. While Disney’s official store on Alibaba’s Tmall doesn’t currently carry Duffy and Friends items, there are other platforms like JD.com’s marketplace that sell LinaBell plushies.

In Asia, Duffy and Friends have expanded beyond just merchandise. Tokyo Disneyland now offers a Duffy and Friends show and dinner experience starting from 2,100 Japanese yen or $14.20 for kids. Additionally, the Shanghai resort has a LinaBell-themed restaurant where adults can expect to pay an average of 51 to 100 Chinese yuan, or $7 to $13.70, for entrees. These attractions showcase the enduring popularity and demand for the Duffy and Friends franchise.

It’s unclear how well the Duffy and Friends franchise is selling in the US, where Disney Princess and Spider-Man are among the most popular franchises. However, in Asia, Duffy and Friends have become a cultural phenomenon, capturing the imaginations of both children and adults alike. The success of this franchise serves as a testament to the power of storytelling and the enduring appeal of adorable characters. Duffy and Friends have undoubtedly proven to be an unexpected and delightful success for Disney in the Asian market.

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