Alibaba Group Holding Ltd. and Walt Disney Co. are launching a so-called over-the-top content system in China to rev up sales of movie-related toys, books and trips to Disneyland.
The two companies announced Tuesday that they struck a multiyear licensing agreement and will begin pre-sales of the system, called DisneyLife, immediately through Alibaba’s online shopping site Tmall. Devices ship from Dec. 28, a Disney spokeswoman said.
The Mickey Mouse-shaped device, priced at $125, will connect users to Disney content, such as films, cartoon series and games. The move comes as Disney aims to attract visitors to its Shanghai theme park, which has been in planning for more than a decade and has faced a number of setbacks in China. Disney is also looking to build its revenue in China beyond the box office, where films have a short window to make money.
As for Alibaba, it is trying to expand its own entertainment services in China, the world’s second-largest movie market by revenue, behind the U.S.