by MATTHEW GARRAHAN and ANNIE SAPERSTEIN
Mr Hampton said Disney had licensed its characters to other English-language training schemes for the past 25 years but decided to develop its own programme and run its own schools when it noticed surging demand in China.
“We wouldn’t enter this business just to use it as a marketing tool to get Disney in front of people,” he said. “But there’s no doubt that a side benefit is broader exposure to Chinese consumers and to build familiarity with the rich heritage of Disney storytelling.”
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