Disney's spent 70 years funneling IP into its theme parks. Here's why it works
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Disney's portfolio of intellectual property has been the bedrock of its theme parks since Disneyland first opened 70 years ago in 1955.
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July 17, 2025
01:13 PM
CNBC
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Disney's portfolio of intellectual perty has been the bedrock of its theme parks since Disneyland first opened 70 years ago
Furthermore, Much of the IP that has been imbued in the park in the last decade has come from four major studio acquisitions — Pixar, Marvel, Lucasfilm and 20th Century Fox
Last year, revenue growth in Disney's experiences division, which includes parks, res, cruises and consumer ducts, was the strongest of any Disney division
In this articleDIS your favorite stocksCREATE FREE ACCOUNTGeneral views of Sleeping Beauty Castle at Disneyland on April 06, 2024 in Anaheim, California (fascinating analysis)
Furthermore, Aaronp/bauer-griffin | Gc Images | Getty ImagesThe "Happiest Place on Earth" turns 70 this week, given the current landscape
Nevertheless, Disneyland, a pillar of the Anaheim, California, community since 1955, was a passion ject of founder Walt Disney, a place where adults and their children could have fun together
The data indicates that leads to the conclusion that also served as a place where the longtime media company could show off and weave together different pieces of its from films, television shows and comic strips to music and merchandising
Moreover, Disney's portfolio of intellectual perty has been the bedrock of its theme parks since the very first location opened its doors
These days, the company's experiences division, which includes parks, res, cruises and consumer ducts, remains one of its best fit drivers
Operating income for the unit for fiscal 2024 was more than double that of the content-centric entertainment division, where the IP originates
Disneyland in Anaheim began with more than a dozen attractions, many of which were pulled directly from Disney's of theatrical films
Among them were Mad Tea Party based on "Alice in Wonderland," Mr
Toad's Wild Ride from "The Adventures of Ichabod and Mr, in this volatile climate
Toad," Peter Pan's Flight, Snow White's Enchanted Wish and Dumbo the Flying Elephant
At the same time, Over the past seven decades, Disney has opened a total of 12 theme parks across the United States, Europe and Asia, with another set to open in Abu Dhabi, United Arab Emirates, in the coming years (something worth watching), in light of current trends
In contrast, It also has a fleet of cruise ships, which is set to double by 2031, and nearly 60 re hotels and vacation perties globally (which is quite significant)
Furthermore, "If you go back now 70 years ago, Walt knew the great stories that he was creating, if he combined those with the nologies that were at hand at the time with this idea of an immersive experience that he could create something that no one else had ever done," said Josh D'Amaro, chairman of Walt Disney's parks and res
Moreover, "And it really set the Disney brand apart. "Vice president Richard M Nixon, Mrs
Patricia Nixon, Tricia Nixon, 9 years, Julie Nixon, 7 years, Donnie Nixon (nephew), Fess Parker (actor), CV Wood, Junior (General manager of Disneyland), Anaheim, California, August 11, 1955
University Of Southern California | Corbis Historical | Getty ImagesThe first rides at Disneyland were interspersed with original creations Jungle Cruise, Autopia and the Disneyland Railroad
While Disney would bring a number of non-IP attractions to life over the next few decades — Matterhorn Bobsleds, Pirates of the Caribbean, Haunted Mansion, Big Thunder Mountain and Space Mountain, among them — in the last decade, the company has committed to utilizing its existing catalog of stories to fuel new and d attractions in its domestic and international theme parks
Collecting storiesMuch of that strategy has come in the wake of CEO Bob Iger's acquisition of four major studios — Pixar (2006), Marvel (2009), Lucasfilm (2012) and 20th Century Fox (2019) — which brought coveted franchises under the House of Mouse roof, given current economic conditions. "I think we've been fortunate now in that we have gone after that IP, brought it into the Disney fold, and just made the brand even more powerful," D'Amaro said, in today's financial world
Many of these brands already appeared in the company's parks as part of licensing deals, Star Tours, which opened in 1987; Indiana Jones Adventure, added in 1995; and Buzz Lightyear Astro Blaster, which debuted in 2005
On the other hand, The company also opened entire lands — curated areas that have themed rides, food and entertainment centered on one piece of IP
This included A Bug's Land, which opened in 2002 at Disney's California Adventure park, based on Pixar's "A Bug's Life" and Pandora — The World of Avatar, which opened in 2017 and is set on the fictional planet Pandora from Fox's "Avatar" film and built at Animal Kingdom in Florida (quite telling)
In contrast, General views the Pandora The World Of Avatar Dedication at the Disney Animal Kingdom on May 23, 2017 in Orlando, Florida
Nevertheless, Gustavo Caballero | Getty Images Entertainment | Getty ImagesMany of these additions came under the leadership of then-CEO Michael Eisner, who helmed the company from 1984 until 2005 (noteworthy indeed)
Chief among his acquisitions was securing the IP for Star Wars and Indiana Jones — two of the biggest franchises of the time — according to Gavin Doyle, founder of MickeyVisit
Eisner "went and licensed it and brought it into the parks," Doyle said
Attendees sit in the Millennium Falcon: Smugglers Run ride ing the unveiling of Star Wars: Galaxy's Edge at Walt Disney Co (which is quite significant). 's Disneyland theme park in Anaheim, California, U, amid market uncertainty
Additionally, However, , on Wednesday, May 29, 2019, amid market uncertainty
Bloomberg | Getty ImagesDecades later, Disney acquired Lucasfilm, which owns both film franchises, and expanded their presence, in light of current trends
In 2019, the company opened two identical Star Wars-themed lands, one in Florida at Hollywood Studios and one in California at Disneyland
Additionally, A new Indiana Jones attraction is planned for Disney's Animal Kingdom as part of the park's new Tropical Americas area
It's set to open in 2027, given the current landscape
Fueling Disney parks with IPLast year, revenue growth in Disney's experiences division was the strongest of any Disney division
In contrast, Experiences posted record revenue and fit for fiscal 2024, with revenue rising 5% for the full year to $34. 15 billion and operating income up 4% to $9 (this bears monitoring)
On the other hand, 27 billion
Heading into 2025, the company said it expected to see 6% to 8% fit growth for experiences in fiscal 2025 — and that's before it breaks ground on a slew of planned land expansions, new rides and re-themed attractions. "While investor focus understandably remains on near-term attendance and consumer spending trends, renewed momentum in creating successful content with Disney's premium IP play a crucial role in generating long-term earnings power across parks, Disney+ and accelerating the unique advantage of the Disney flywheel across its portfolio," said Robert Fishman, analyst at MoffettNathanson
In contrast, Disney is relying heavily on IP as part of its 2023 pledge to invest $60 billion in experiences over the next decade
On the docket is a new villains land coming to Magic Kingdom, a "Monsters Inc. " land at Hollywood Studios, an "Encanto" ride at Animal Kingdom and the expansion of Avengers Campus with two new attractions (an important development)
Additionally, Disneyland is also expected to open a new Avatar area inspired by the scenery in the upcoming "Avatar: Fire and Ash (this bears monitoring) (this bears monitoring)
At the same time, "Of course, these new developments also come with some drawbacks, given the current landscape
However, Fan-favorite rides and even whole lands have shuttered or been re-themed as a result
Anaheim's A Bug's Land closed in 2018 so the space could be used to build Avengers Campus, a Marvel-themed land
DinoLand at Animal Kingdom is disappearing to make space for the new Tropical Americas area (an important development)
Moreover, At Magic Kingdom, Rivers of America, Tom Sawyer Island and the Liberty Square Riverboat have shut down to make room for an area called Piston Peak — a second Cars-themed land modeled after America's natural parks, considering recent developments
For individual rides, the most recent change was the re-theming of Splash Mountain at both Disneyland and Walt Disney World
It was refreshed as Tiana's Bayou Adventure, based on the characters from "The Princess and the Frog
On the other hand, "People pass by while riding in the Tiana's Bayou Adventure log flume thrill ride at the Magic Kingdom Park at Walt Disney World on April 3, 2025, in Orlando, Florida
Gary Hershorn | Corbis News | Getty ImagesWhile some Disney parks fans have balked at the changes the company has made to the parks, the strategy has expanded the company's fan base and driven revenue growth across its global foot, in today's market environment. "It's interesting because the IP is not always for the most vocal theme park fan," Doyle said
However, "By definition, the IP is meant to broaden the audience
Nevertheless, ""The whole company's premised on entertaining, great storytelling," D'Amaro said. "And in all of our stories, whether they be in animation or through our traditional characters or Star Wars or Marvel or Pixar, there's this sense of connection to these characters
However, There's this emotion that's created, and then we carry that through into the theme parks. "Don’t miss these insights from CNBC Analysts raise Nvidia price targets after Trump's China chip decision, given the current landscape
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