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Credit: Tokyo DisneyDisney is ramping up its focus on Duffy and Friends, elevating the lovable characters as key rivals to Mickey Mouse within its theme parks.
While Duffy the Disney Bear didn’t quite take off when he was first introduced at Walt Disney World Resort back in 2002, he’s emerged as the star attraction of Disney’s Asian parks in the years since.
Years later, the character was reimagined with a fresh backstory and a new name. According to Disney lore, Minnie Mouse lovingly stitched Duffy for Mickey to keep him company on his adventures, making him a timeless symbol of friendship and comfort. This personal connection to Mickey helped Duffy find a special place in Disney’s storytelling universe.
As of 2023, the character and his friends (ShellieMay, Gelatoni, StellaLou, CookieAnn, ‘Olu Mel, and LinaBell) rake in $500 million annually, according to a Disney report. The group is most popular at Tokyo Disney Resort, Hong Kong Disneyland, and Shanghai Disneyland, where guests can meet the characters on a regular basis (even if they have to wait in lines for hours on end to do so).
But if you thought the characters were already at their peak, think again.
Duffy Takes His Next Steps
Disney is currently hiring for a Franchise Strategy Integration Manager to support the “development and execution of a coherent franchise strategy for Duffy and Friends in Asia.”
As per this job listing, the goal is to “build consumer engagement and incremental revenue” regarding Duffy and Friends.
This move follows a series of signs that Disney is leveling up Duffy at its parks. Disney has instated Duffy as the (temporary) face of some of its parks multiple times.
The bear has replaced Mickey Mouse for the seasonal Duffy and Friends Play Days event at Hong Kong Disneyland, with Duffy taking Mickey’s place in the floral planter at the park’s entrance and special merchandise and food items scatted throughout the resort for the occasion.
In April, Tokyo DisneySea will do the same to mark 20 years of Duffy and Friends. The Japan theme park (which is often acknowledged as the home of the characters) will host Duffy and Friends 20th: Colorful Happiness from April 2025 to March 2026.
For now, it’s unclear how Disney will expand the presence of Duffy and Friends. However, there have been rumors for years that Duffy will make his grand return to Disney’s American theme parks after the character appeared at Disney Jollywood Nights at Hollywood Studios. Disney also previously announced an animated Duffy TV show for Disney+ in 2022 which is yet to come to fruition.
Do you think Disney should integrate more Duffy and Friends into their parks?