Brands bank on Mickey and friends to drum up sales in Year of the Rat

"We expect better sales than last year for the upcoming Year of the Rat as we have more movies and content to boost local consumption," said Rahman, whose team launched a three-year marketing campaign for Mickey Mouse in 2018.

The company has developed more than 20,000 stock keeping unit products specially for the Year of the Rat, with many adding localized designs according to various geographic regions in the country.

Sales of Disney-themed licensed products have seen stronger growth in the third-and fourth-tier cities despite the bulk of the market being in the first-and second-tier cities.

"Lunar New Year is the most important festival in China and a time that consumers are willing to spend more money on products that are unique, interesting and bring a sense of fortune and good luck," said Jason Yu, general manager of Kantar Worldpanel China.

"Mickey Mouse and Jerry Mouse from Tom and Jerry also have eternal and wide appeal."