What's the name of Disney Purple Rabbit?

Shanghai Disneyland welcomes "Duffy Month".

Who is Duffy? Some people in the world may not know Mickey and Donald Duck, but if you haven't been to Disneyland, you may have a vague impression of the furry teddy bear with Mickey's head printed on the palm of your hand.

Why is Tamiflu so popular without a "blockbuster"? Kuler Institute

After all, it (Disney calls it "him") and its furry friends-Shirley Bear, painter Gradoni, cat and Stadu Rabbit in a tutu-have never appeared in movies or cartoons. They are just aerial characters in Disneyland. The earliest Tamiflu appeared in 2005, and Zitu Xingde Road was just "born" in Tokyo Disneyland in 20 17.

Duffy is very important to Disneyland and people who know and like Duffy. During the month-long celebration with the theme of "Tamiflu Warm Time", the park not only decorated various patterns with the theme of Tamiflu, but also designed new performances, new themed restaurants and exclusive new products.

Why is Tamiflu so popular without a "blockbuster"? Kuler Institute

Even the iconic Mickey flower bed at the main entrance has become a Duffy pattern. "Duffy and Friends" will appear on Mickey Street every day, and in the middle and late September, "Duffy and Friends" will have a special dance performance.

During the theme month, Shanghai Disney Resort also launched a new Tamiflu theme product.

In the rainy day series, Duffy, Shirley May, Gradoni and Stadu all wear raincoats, and their images appear on key rings, postman bags, ornaments, stationery and even dresses.

Why is Tamiflu so popular without a "blockbuster"? Kuler Institute

Why is Tamiflu so popular without a "blockbuster"? Kuler Institute

The restaurants in the park will definitely cooperate with this activity.

Mickey's good friend, the delicious market, has become a Duffy-themed restaurant, decorated with the inspiration of "Duffy and Friends". The daisy area in the restaurant will provide afternoon tea with the theme of "Duffy and friends". Shanghai Disneyland Hotel has launched the renovation of Duffy themed rooms, and the Lumiya kitchen of the hotel will also launch Duffy themed brunch for the first time.

Why is Tamiflu so popular without a "blockbuster"? Kuler Institute

Visitors will be able to take photos and interact with Duffy and Stardew before enjoying snacks and non-alcoholic cocktails, as well as a Duffy-themed chef class for children. During Duffy month, Wu Man Coffee in the hotel will also provide Stardew themed desserts, including almond chocolate caramel cake, blueberry cupcakes, Oreo blueberry biscuits and ice cream every Friday to Sunday.

Duffy theme month also extended to the outside of the park and flew to the sky.

Last month, the maiden voyage ceremony of the first Shanghai Disney Resort "Duffy" painted plane was held in kunming changshui international airport, Yunnan. After the Disney Pixar Toy Story Theme Painted Aircraft Toy Story Happy Holiday was launched last spring, Duffy Lian Meng became the fourth Disney theme plane jointly launched by Shanghai Disney Resort and China Eastern Airlines.

Why is Tamiflu so popular without a "blockbuster"? Kuler Institute

The theme elements of "Duffy and his friends" in the cabin are all over the cabin wall, headrest, luggage rack and so on. There is also a promotional film with the theme of Tamiflu on the screen, telling passengers the warm-hearted story of Tamiflu and his friends. Passengers departing from Shanghai Hongqiao International Airport can see Duffy at the check-in counter of China Eastern Airlines, and some passengers will also be able to board the plane on the Duffy theme car ferry.

Why is Tamiflu so popular without a "blockbuster"? Kuler Institute

Where does Duffy come from?

In Tokyo Disneyland Resort, parks are divided into Tokyo Disneyland and Tokyo Disneyland Ocean. The former is more suitable for children and families, while the latter is more popular with adult tourists, especially young female tourists.

Anyone who has been to Tokyo Disney Ocean will know that "Duffy and his friends" are the absolute protagonists there, and the limelight has overshadowed Mickey Minnie. During the peak season, the team taking photos with him may have to wait for three or four hours.

Many people will think that Duffy is the original version of Japanese Disney, but it is not. At first, this little bear appeared in a store called "Former Toys" in Orlando Disneyland, USA, as a souvenir with a limited opening time. Its name is not Duffy, but Disney Bear. After being put on the shelves, the response was flat and did not attract any attention.

At that time, this teddy bear toy, which appeared as the Disney version of "Teddy Bear", already had the characteristics of Duffy-the outline of Mickey's head was on the "meat pad" on the sole of the foot. Later, Tokyo Disney Ocean (200 1 opened), which had just opened its garden and was looking for fresh inspiration, took a fancy to this little bear and thought it had the potential to be sold in Japan. After all, teddy bears with western temperament have always been very popular in Japan where Kawaii culture prevails.

Two years later, in 2004, Disney Bear made its debut in Japan. In 2005, this little bear was completely packaged, not only with a name, but also with its own birth story. "Duffy"-people gave it a new name-is a teddy bear made by Minnie herself, and she took Mickey with her as a companion during the long voyage. It's called Duffy because Minnie gave the bear to Mickey in a duffel bag. Duffy bear put on clothes-a sailor hat and a sailor suit to match the theme of the ocean in the park. It is no longer just a toy in a souvenir shop, but like Mickey, Minnie, Donald Duck and Goofy, it has been "upgraded" to become a Disney star, walking around the park, shaking hands with fans and taking photos. In 2006, in order to celebrate the 25th anniversary of Japan Disneyland, the store introduced various replaceable Duffy clothes suits.

Why is Tamiflu so popular without a "blockbuster"? Kuler Institute

Why is Tamiflu so popular without a "blockbuster"? Kuler Institute

It changed Tokyo Disney Ocean Park.

Duffy succeeded. And the popularity is not diminished, especially among women aged 20-35, and their related toys have become hot-selling collections. Whenever a new style comes on the market, there will be a long queue in front of the park store, or even a limited number. For a long time, Duffy has become the symbol of Tokyo Disneyland. It exists, and only exists in Tokyo Disneyland. Its story and life take place here. Unlike other Disney characters, it first appeared in movies and comics.

Until 20 10, several "big events" happened in Duffy's life. First, it has its own performance-10 minutes of My Friend Duffy, which will be staged several times a day in a garden restaurant.

Why is Tamiflu so popular without a "blockbuster"? Kuler Institute

Second, during Valentine's Day this year, it welcomed a new partner "Shelley May". Shirley May's story "setting" is slightly complicated: Duffy lives under Mickey's wishes, and from "it" to "he", he also hopes to have his own good friends. When Minnie learned that, she sewed a pink bear doll for him. Duffy was so happy that he took out beautiful shells and gave them to his new friend, so Minnie named her "Shelley May".

Third, it went out of Tokyo Disney Ocean and really set sail. Duffy returned to Disney World and Disneyland in the United States with a new look, and later appeared in Hong Kong Disneyland and Paris Disneyland.

20 14 Tokyo Disney ocean added a new partner for mint painter Gelatoni Duffy; 20 17, pink and purple, StellaLou who dreams of becoming a ballet dancer.

Apart from its warm and healing appearance and furry texture, Tamiflu is unique in that in Japan, its related products can only be purchased in Tokyo Disney Ocean, which creates a sense of scarcity. Moreover, Duffy Bear and Duffy's clothes are sold separately, and limited edition styles are often introduced for people to see by collecting Barbie dolls, and there are also unique Duffy.

The appearance of Du Fei family directly changed the temperament of Tokyo Disney Ocean, and also brought popularity and profits. According to Japanese media data, in 2005, the per capita consumption of Tokyo Disney Resort reached the lowest level in the past 20 years, which was 9 178 yen. 20 10, the figure rose to more than 10000 yen, 20 1 16 14 yen, of which Duffy contributed a lot.

Why is Tamiflu so popular without a "blockbuster"? Kuler Institute

Not everyone likes Tamiflu.

Interestingly, the same success did not happen in the United States as expected. Although Duffy and Shirley May have obvious "American retro" characteristics, such as Duffy dressed like an American sailor in the 1950s and Shirley May's name seems to come from an old Hollywood movie in the 1960s, the real contemporary American consumers are not interested in this pink teddy bear of unknown origin.

When Duffy returned to the United States for the first time in 20 10, the Los Angeles Times wrote an analysis that the move was to improve the downward trend of product sales at that time, but at the same time pointed out that it was "not so easy" to sell Duffy Bear in the United States, because it was easier to sell around the popular movie Rapunzel than this teddy bear with no history. When guests enter the park to see Tamiflu, their first reaction will probably be "Where is this bear?"

Why is Tamiflu so popular without a "blockbuster"? Kuler Institute

Now I go to Disneyland in America, and I can't find Duffy. 20 15 after returning to the United States for five years, Orlando Walter Disney World Resort decided to stop Duffy's performance, and related products were gradually withdrawn.

This matter has caused a controversy in the major fan forums and websites of Disneyland in the United States. People who don't like Tamiflu applaud. They think that "this character without the support of movies and stories is soulless" and "the sailor suit looks stupid"; However, most people who like Tamiflu have been to Tokyo Disneyland, thinking that American Disney simply doesn't understand the essence of arriving in the Philippines, but just tries to push it out casually, and the surrounding products are simple and rough. On the theme forum of Disneyland named "Micethat", a netizen named "Duffydaisuki" said that "Disney Bear is not Duffy". "If you haven't been to Tokyo Disneyland, it is impossible for an American consumer to know who Duffy is, and American Disneyland has not done any decent publicity to establish emotional ties."

But even if they do well, can Duffy succeed in America? Not necessarily. There are many reasons for Duffy's success in Japan, which are related to Tokyo Disneyland's relatively independent and powerful design and marketing capabilities, Japanese consumers' love to follow the trend, like "limited products" and are willing to spend money on "surroundings", and also related to Japan's "Kawaii" culture.

Why is Tamiflu so popular without a "blockbuster"? Kuler Institute

Kawaii, which means "cute" in Japanese, is a popular cultural phenomenon that rose in Japan in the 1970s. Since then, Kawaii has become an important element of Japanese culture and is reflected in all aspects of life. But if we dig deeper, this anthropomorphic and lovely aesthetic tendency can be traced back to ancient times. In recent years, lovely culture has become an important part of Japan's export, but there are endless criticisms. Japanese cultural scholars believe that lovely culture is actually a kind of discrimination against women and age. On the contrary, the mainstream aesthetic pursuit in the United States is mature and naive and should be avoided as much as possible.

For Hong Kong Disneyland and Shanghai Disneyland in Asia, cuteness is understandable and welcome. Duffy's situation is completely different in Hong Kong Disneyland, which ushered in Duffy almost at the same time as American Disneyland. Two bears are very popular in Hong Kong. In 20 17, Hong Kong even had its own Duffy family character-cookie, a pastry chef for a yellow dog.

Why is Tamiflu so popular without a "blockbuster"? Kuler Institute

Is Duffy important to Shanghai Disneyland? As Duffy Month unfolds, the answer is self-evident.

Duffy was stationed in Shanghai Disney Resort and opened on 20 16. Shanghai Disneyland's "Old Station Shop" is its home, which continues Duffy's travel theme. Duffy's friends came one after another-the girl Xiong Xuelimei, the painter Gradoni, and Rabbit Star Road. Since its opening, there have been hundreds of Tamiflu series in Shanghai Disney Resort, many of which are the first in the world. They are only available in the old station store and Disney World store of Disneyland. When Shirley Mei first arrived at Shanghai Disneyland, the park also designed a retro Shanghai dress and a series of clothes with China characteristics for her.