Disney seeks Chinese distributors for Star Wars products

Walt Disney Consumer Products is looking for distributors in China for its Star Wars products, Walt Disney Company China announced on Wednesday at the 12th China Toy Expo.

This is a significant move as the company purchased Lucas Film in 2012, the moviemaking company founded by George Lucas that produced the American space epic, created 35 years ago.

"We are very much looking forward to introducing Star Wars to our Chinese partners," said Miles Perkins, head of corporate communications for Lucas Film.

Wang Yilun, executive director of Toys and Consumer Electronics for Disney Consumer Products Greater China, believes the local distributors will help Disney China further influence the "boy market".

London-based market intelligence firm Euromonitor International estimated retail sales of the Chinese toy and games market reached $8.3 billion in 2011, up from $3.89 billion in 2007.