Disney expands its storytelling universe

Disney, the entertainment giant, is tapping a diverse range of digital channels as it expands the storytelling options available to its brands.

Andrew Sugerman, EVP/publishing and digital media, Disney Consumer Products and Interactive Media

Once upon a time not so long ago, The Walt Disney Co.'s storytelling efforts were limited to TV screens, movie theaters, and the printed page.

But as the digital revolution has expanded across an increasingly broad range of screens, speakers, and surfaces, so has the Burbank, California-based organization broadened its focus to keep up with evolving consumer habits.

"Disney has a rich heritage, and legacy, of innovating through technology – and how we tell stories – that has existed since the start of the company," Andrew Sugerman, EVP/publishing...

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