{"id":9142,"date":"2021-12-18T07:00:48","date_gmt":"2021-12-18T07:00:48","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=9142"},"modified":"2025-04-23T09:48:26","modified_gmt":"2025-04-23T09:48:26","slug":"marketing-lessons-from-shanghai-disneylands-new-character-linabell","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/marketing-lessons-from-shanghai-disneylands-new-character-linabell\/","title":{"rendered":"LinaBell: The insanely popular Chinese Disney character you’ve never heard of"},"content":{"rendered":"

Why are people in China going crazy for a pink fox called LinaBell that debuted at Shanghai Disneyland, and what can British cartoon brands like Peppa Pig learn from her popularity?<\/h2>\n

Unlike Mickey Mouse or Elsa from Frozen, LinaBell has never appeared on the big screen; yet this fluffy pink fox has still captured the hearts of thousands of visitors to Shanghai Disneyland \u2014 as well as millions of Internet users (as of 16 December, the Weibo hashtag for LinaBell had been viewed 610 million times). LinaBell is both a life-sized character, appearing in the Disney parade and in selfie spots around the park, and also appears on a range of different branded products (many of which sold out almost immediately after her launch).<\/p>\n

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LinaBell is part of the Duffy and Friends plush toy line, the first character to debut at a Disney park in Mainland China. Duffy and Friends launched with Duffy the Disney Bear at Walt Disney World Florida in 2002, and is now primarily sold at Disney parks in Asia, including Shanghai Disneyland.<\/p>\n

According to Disney\u2019s official announcement, LinaBell \u201cis a fox with an inquisitive mind and the intelligence that supports it. She finds joy and excitement in solving problems and mysteries.\u201d This messaging seems to have resonated with Gen-Z Chinese women, many of whom have posted about the pink fox on platforms like Xiaohongshu<\/a>.<\/p>\n