Disney opens English schools in China
source: http://online.wsj.com/article/SB124017964526732863.html
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Mickey Mouse is teaching kids how to speak English at new schools owned by the Walt Disney Co. in Shanghai.
The company says the initiative is primarily about teaching language skills to children, not extending its brand in the world's most populous nation. But from the oversize Mickey Mouse sculpture in the foyer to diction lessons starring Lilo and Stitch, the company's flagship school here is filled with Disney references.
Classroom names recall Disney movies, such as "Andy's Bedroom," the setting of the "Toy Story" films. To hold the attention of children as young as two years old, there is the Disney Magic Theater, which combines functions of a computer, television and chalkboard and is the main teaching tool.
"We never saw this as an effort to teach the Disney brand and Disney characters," says Andy Mooney, chairman of Disney Consumer Products Worldwide. "We set out to teach Chinese kids English."
Disney's foray into English-language instruction in China comes as the niche industry is booming. It is estimated that China's foreign-language business is worth $2.1 billion annually and more than 300 million Chinese are studying English.
I wonder if all these Chinese kids will leave Disney English School with Donald Duck and Goofy accents....
The company says the initiative is primarily about teaching language skills to children, not extending its brand in the world's most populous nation. But from the oversize Mickey Mouse sculpture in the foyer to diction lessons starring Lilo and Stitch, the company's flagship school here is filled with Disney references.
Classroom names recall Disney movies, such as "Andy's Bedroom," the setting of the "Toy Story" films. To hold the attention of children as young as two years old, there is the Disney Magic Theater, which combines functions of a computer, television and chalkboard and is the main teaching tool.
"We never saw this as an effort to teach the Disney brand and Disney characters," says Andy Mooney, chairman of Disney Consumer Products Worldwide. "We set out to teach Chinese kids English."
Disney's foray into English-language instruction in China comes as the niche industry is booming. It is estimated that China's foreign-language business is worth $2.1 billion annually and more than 300 million Chinese are studying English.
I wonder if all these Chinese kids will leave Disney English School with Donald Duck and Goofy accents....
