ussia.
Initially, the Disney characters will compete against other stuffed animals and dolls. Because the Disney characters do not have the unique properties in Russia at this point that they have in other parts of the world, they will be considered more of a commodity item than a unique toy, at least in the beginning stages of the marketing process. In other parts of the world, the characters have unique qualities that differentiate them from other stuffed animals and dolls. Children (and adults) associate the toys with strong emotional feelings that are independent of the qualities of the toys themselves, but which are associated instead with the on-screen portrayals of the characters.
One of the toys against which the Disney characters will compete is Barbie, a doll which is marketed by Mattel and which has proven popular in Russia (Randolph, July 15, 1992, p. A1). Disney competes against Barbie in other parts of the world, and does so successfully. The difference between these two products is that while both can be categorized as dolls, Barbie is a representation of a human cast in hard plastic while the Disney dolls are representation of animals manufactured in plush and soft materials. Also, the Barbie figure is marketed with a large variety of accessories which consumers add to over time while the Disney characters lack these after-market options.
In addition to Barbie, the Disney characters will also compete against traditional Russian toys and characters; these traditional toys can also be easily substituted. Because of this, it is critical that a successful promotional program be put into place to support the development of strong positioning for the Disney stuffed animals and characters.
The Disney characters will face competition from currently available Russian toys as well as imported toys. Barbie is a prime example of imported toys that compete successfully in Russia, and against which the Disney chara...