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

Unlike the United States, Disney consumer products are purchased by more adults than children in China, Rahman said, with 55 percent of the Disney consumer products including licensed products bought by adult consumers versus 45 percent by children. The ratio for adults and children was 15 percent and 85 percent respectively a decade ago in the country.

The change reflects the growing interests of teenagers and young Chinese consumers for Disney-themed consumer products, he said.

Meanwhile, this year Disney is expanding its commercial presence and making its products and characters more visible at top shopping malls in eight cities across the country to bring consumers closer to Mickey Mouse and Minnie.

Cartoon and animated characters help consumer brands to enhance their Lunar New Year sales as they can be widely used for various products without too much restrictions, thereby making the products popular with children and adults alike, said Jason Yu. Last year, Peppa Pigthemed products dominated the market in the Year of the Pig.