Disney is planning to seize a large part of the annual Mid-Autumn Festival mooncake market in China, a sector that has long been dominated at the high-end levels by multinational hotels.
Disney has chosen Shanghai's Marco Polo Bread Company to be its official mooncake manufacturer on the Chinese mainland.
Disney has designed over 20 styles of mooncakes, many incorporating cartoon images of Mickey Mouse, Winnie the Pooh and Snow White on the packaging.
The price of Disney's mooncakes will range from RMB68 to RMB238, and retailing will begin in August in Beijing, Shanghai, Hangzhou and Guangzhou.
Disney started its mooncake business last year and sold 80,000 boxes of mooncakes. This year's sales goal is 160,000 boxes.
Mid-Autumn Festival this year falls on October 6, 2006. Every year on the fifteenth day of the eighth month of the lunar calendar, when the moon is at its maximum brightness for the entire year, Chinese celebrate "zhong qiu jie."