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Disney's "Brand Builder" Resigns


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  • Disney's "Brand Builder" Resigns

    LOS ANGELES Andy Mooney, the executive credited with revitalizing Walt Disney Co.'s licensing business, unexpectedly resigned as chairman of its consumer products division, saying that he plans to seek "a leadership role with another organization." Mooney, who joined Disney 12 years ago, launched new merchandise and business lines, including the Disney Princesses and Disney Fairies, and opened English-language schools in China featuring Disney characters.

    But he chafed under a company policy that prohibited him from serving on corporate boards and disdained the inside politics that largely left him out of Chief Executive Robert A. Iger's inner circle, said one person familiar with his situation who did not want to be identified because he was not authorized to speak publicly about the matter.
    I'm surprised nobody's picked up on this yet. This is the guy who transformed Disney into a lifestyle brand with specific demographic targets. He's the one who decided that Princesses should be a homogenized collective of Barbie dolls and that only little boys from 7-12 like the movie "Cars."

    I wonder what changes this will bring to the corporate mentality over there. W/ his departure, will DL become something more than a marketing mall w/ rides?
    Disneyland Historic Preservation Society
    Charter Member

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