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Disney is planning to launch an ambitious English language schools programme, with aims to have 150,000 children enrolled every year by 2015, the http://www.ft.com/cms/s/0/4d6cfd1a-8932-11df-8ecd-00144feab49a.html" target="_blank">Financial Timeshttp://www.ft.com/cms/s/0/4d6cfd1a-8932-11df-8ecd-00144feab49a.html" target="_blank"> reports.
The US media company, which is planning to make Shanghai the location for its next theme park, is the first of its kind to operate schools in China, already running "a handful" in Shanghai and one in Beijing on a pilot basis.
Russell Hampton, president of Disney Publishing Worldwide, said the plan was now to expand from 11 to 148 schools across China in five years. It will cost $2,200 (£1,457) a year for two hours' tuition a week.
“It is a very sizeable opportunity, something that can deliver operating earnings of well over $100m in the next five years,” he told the FT.
The schools are open to children aged one to 11 and use a curriculum featuring Mickey Mouse, the Little Mermaid and other Disney characters.
Hampton stressed it was not just "a marketing tool to get Disney in front of people,” although added “there’s no doubt that a side benefit is broader exposure to Chinese consumers and to build familiarity with the rich heritage of Disney storytelling".