Reverse Global Marketing: Disney's Duffy Bear

Usually, Disney creates new characters through their movies and TV shows. Then, they create merchandise and introduce the characters to their Disney World theme park. Finally, they take the character global.

Duffy Bear is different, and is a good example of how the global economy doesn't always revolve around the U.S.

Duffy Bear has never been in a TV or movie. Originally, he was introduced at Disney World in Orlando (as Disney Bear), but flopped.

In Japan, where teddy bears are a cultural symbol, Tokyo Disney renamed him Duffy Bear, and they made up a back story that Minnie Mouse created him to keep Mickey company on his travels. He called him Duffy because he carried him in a duffel bag.

Because of the back story, Duffy became a big collectible hit with young Japanese women. Now, Duffy has gone from Japan back to Orlando - along with a long line of merchandise.