The toy market is inseparable from IP, and Disney has performed the most obviously, acquiring film companies such as Pixar Pictures and Marvel Comics, but Disney does not produce toys itself, and it is thriving in the licensing model. In the 2017 financial report, the transaction volume of Disney's licensed products in China has reached US$53 billion, and there are currently 600 licensors in various fields in the mainland.

As an important part of Disney's business model, IP licensing naturally pays attention to the selection of manufacturers, so Disney puts forward two conditions to the licensor: at least 5 years of experience in manufacturing, net sales or retail, and more than 5 years of industry experience in related professional products. Not only that, but the licensor also needs to pay the minimum guarantee fee and the excess license fee to Disney, which are two thresholds that have intercepted many manufacturers.

Disney is in the top 10 online clay sales, which shows that relying on Disney's logo alone can attract many consumers for it. Due to Disney's wide reputation and many counterfeiters, compared with other clay brands, it is also necessary to pay attention to identifying whether the manufacturer is really authorized by Disney.

Clay is a small commodity, and it is difficult for Disney authorized manufacturers to surpass big brands such as Playdo in the proportion of clay, but many manufacturers will release clay themes according to Disney's new IP, such as the most popular Disney princess series theme clay, and mostly appear in sets, equipped with more refined molds, and the overall price is about 200 yuan.