"The product assortment is definitely localized to Chinese consumers and Chinese knowledge because they don't know all the Disney characters that people know in America and in Europe," he said.
For instance, he expects Disney's China stores to carry more products under the Mickey Mouse and Winnie the Pooh labels and fewer Princess Dolls - figurines of female characters from the company's various movies.
Disney refused to shed light on how much it plans to invest in China.
China's increasing wealth and the country's huge population make it an attractive destination for many global companies. While Disney is excited about its prospects in China, it is not as optimistic about other markets.
Disney, which opened its first store in 1987, launched a new retail format in 2010 and has been making a push in the past year to take its retail model to ritzy malls in newer markets on both sides of the Atlantic.
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