Disney English

Disney English
	File:Disney English logo.png
Company type	Subsidiary
Industry	Educational
Founded	REDIRECT Template:Date table sorting;
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Defunct	June 22, 2020
Headquarters	Shanghai, China & Glendale, California
Number of locations	26
Key people	David Roberts (Executive Director of Digital Learning & Publishing, The Walt Disney Company, Greater China)
Parent	Disney Learning division; Disney Publishing Worldwide; (Disney Parks, Experiences and Products)
Website	disneyenglish.com

Disney English () operated as a subsidiary under Disney Publishing Worldwide’s Disney Learning division, specializing in English language education tailored for children aged 2 to 12 within China, utilizing Disney’s iconic characters to enhance engagement.^[1] Established in Shanghai in 2008,^[2] the curriculum was crafted by a team of educational experts from China, Europe, and the United States.^[3] Employing the "Disney Immersive Storytelling Approach," the program aimed to foster an interactive and captivating learning atmosphere. Additionally, the brand extended its English learning offerings to markets in Europe and Singapore.

History

Since the mid-1980s, Disney had licensed its characters for use in various English language programs.^[4] The inaugural Disney English center commenced operations in Shanghai in September 2008.^[2]^[5] By mid-2010, the company managed 11 centers across Shanghai and Beijing. At that time, China’s English education sector had expanded to a $3.1 billion market with over 30,000 private providers.^[5] Plans were underway to broaden curriculum reach through distance education and retail distribution.^[4]

The expansion of Disney English locations was strategically aligned with the development of Shanghai Disneyland Park, intending to leverage growth prospects within China’s educational sector.Cite error: The opening <ref> tag is malformed or has a bad name^[6]Cite error: The opening <ref> tag is malformed or has a bad name Following Disney English’s introduction, unauthorized use of Disney branding by other institutions was effectively curtailed.^[7]

In 2011, Disney English was recognized as a finalist for Distinguished Achievement Awards by the Association of Educational Publishers in categories including Life Skills and Character Education as well as The Arts.Cite error: The opening <ref> tag is malformed or has a bad name

On June 4, 2012, it earned the Distinguished Achievement Award for Whole Curriculum Programs ELL/ESL from the Association of Educational Publishers.Cite error: The opening <ref> tag is malformed or has a bad name

By fiscal year 2013, The Walt Disney Company reported ownership and operation of 44 learning centers spanning 11 cities across China.Cite error: The opening <ref> tag is malformed or has a bad name

On June 22, 2020, all 26 Disney English training centers were permanently shut down.Cite error: The opening <ref> tag is malformed or has a bad name

Program

The curriculum was developed under the guidance of an advisory board comprising 19 international educators and early childhood specialists such as Dr. Jun Liu (University of Arizona, former TESOL President), Dr. Renee Cherow-O'Leary (Columbia University), Dr. Peiya Gu (Soochow University), and Dr. Dilin Liu (University of Alabama).

Disney English fostered an immersive learning environment that emphasized multiple intelligences theory, hands-on experiences, and communicative interaction. The curriculum incorporated elements like singing, interactive games, role-playing, and other engaging activities designed for young learners. Class sizes typically averaged around 12 students with a cap at 15 participants meeting between 1.5 to 2 hours weekly. Tuition fees were approximately 12,000 yuan for a total of 96 instructional hours.

Instruction was delivered by native English-speaking foreign teachers holding TEFL-C certification and supported by local bilingual assistants. Classrooms were equipped with interactive whiteboards, projection screens, and audio systems. Most centers housed between five to ten classrooms themed after Disney franchises such as Snow White, The Lion King, Cars, Peter Pan, Tinker Bell, Winnie the Pooh, and Toy Story. The premier Shanghai facility located on Maoming Road featured these themed learning spaces prominently.

This initiative represented a strategic move to embed the Disney brand within China by combining English education with familiar Disney characters and products. Industry analysts observed this model as an effective way to nurture brand loyalty among children from an early age through immersive exposure. Experts noted that it would be challenging for both parents and children not to develop an affinity for Disney given such an environment. Disney English served as a prime example of marketing targeted at childhood demographics while anticipating the opening of Shanghai Disneyland Park.

External links

Official Website of Disney English

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