Founded in 1923, the Disney Company has created a rich and deeply rooted cartoon or character over the years, such as the enduring Mickey Minnie, Donald Duck and Snow White, as well as the Marvel Heroes and Star Wars franchises, which have flourished in recent years due to film and television productions. Disney has become the world's second-most profitable media company by integrating a vast business line of TV channels, theme parks and merchandise.
 
In fiscal year 2017, Disney's global retail sales of licensed merchandise reached $53 billion, ranking first among global licensors. According to statistics, in 2016, the number of Disney licensees in Greater China has reached 600.
 
It is precisely because of the huge profits brought by top IP that the market is full of complicated Disney brand products. In fact, Disney has a very strict assessment process for licensors, which must be excellent manufacturers and products in the industry, and need to pay a high license deposit. For the Chinese market, Disney has also opened two flagship stores for peripheral products in Shanghai, and has also set up an online official purchase channel online.
 
Children's school bags are only one category of Disney's merchandise product line, and the biggest feature is that there are a variety of styles and shapes, so that children of different ages can find their favorite school bags in it. Disney children's school bags are mostly made of polyester fiber, and some products may be made of artificial leather, and the specifications and sizes and space layout are also different.
 
However, Disney children's school bags do not pay too much attention to optimizing the shoulder and back design, most products lack strong support on the back, and there is no corresponding spine protection design, which will greatly reduce the comfort in the process of long-term weight bearing, and is not conducive to the healthy development of children's spine. In addition, Disney children's school bags also lack reflective materials, which is not enough to ensure the safety of children walking at night.
 
Although the Disney school bag lacks in terms of practicality and comfort, its price is affordable, with an average price of about 200 yuan, and there is no pressure to replace the bag every year. With a rich and diverse and interesting IP image, Disney is still one of the favorite brands of children.