Harbour City and MEDICOM TOY team up to celebrate Disney's 100th anniversary

In celebration of Disney’s 100th anniversary, Harbour City has collaborated with Japanese toy manufacturing company MEDICOM TOY to unveil 100 giant Disney-themed BE@RBRICK figurines in 2000% size (approximately 140cm tall) , offering visitors a new sensory experience.  

Available from 24 November until 1 January 2024, the  “Disney100 CHRISTMAS LOVE 2000% BE@RBRICK UP” exhibition will be taking place in the shopping mall, from Gateway Arcade to the atrium of Ocean Terminal and “Gallery by the Harbour”. 

These 100 exclusive 2000% Disney-themed BE@RBRICK figurines cover various Disney characters ranging from the iconic Mickey and Friends series to the timeless Disney Classics and Disney Princess series, as well as characters from Pixar, Marvel and Star Wars.  

The 2000% Disney-themed BE@RBRICK figurines aim to present a deviation from the classic BE@RBRICKs released by MEDICOM TOY. These figurines are crafted from fibreglass material in all-in-one and non-action design, which has been used solely for exhibitions. 

Among them, 53 figurines are in brand-new designs, including the revealed BE@RBRICK Gingerbread Mickey Mouse and BE@RBRICK Olaf of which classic 100%, 400% and 1000% size figurines will be available. This is also the first Olaf in BE@RBRICK’s collection, to coincide with the 10th anniversary of the release of Frozen.

In addition to the display, Harbour City has also launched a pop-up store, offering a range of exclusive BE@RBRICK Gingerbread Mickey Mouse and BE@RBRICK Olaf figurines and merchandise, including tote bags, T-shirts, socks, cushions, carpets, cookie set and calendar cards. 

In a conversation with MARKETING-INTERACTIVE, Harbour City said BE@RBRICK is a Japanese brand known for its collectable Bearbrick figures and has a large fan base across the globe. “It’s quite rare for BE@RBRICK to release figurines in 2000% size. However, to celebrate Disney’s 100 years, Harbour City hopes to engage a wider audience by displaying the Disney characters in 2000% size for the first time.” 

In terms of the measurement of return on investment, Harbour City said it hopes to create buzz across social platforms and maximise the profit of the whole project to donate more proceeds after the deduction of costs to “Hong Kong Blood Cancer Foundation”, continuing the cherished Christmas tradition.  

To promote the exhibition, the partnership has unveiled visual teasers on social media platforms such as Instagram to grab consumers’ attention. Press releases and digital promotion are also leveraged. 

Meanwhile, Harbour City will introduce a giant "Bear Rocket Launch Station" at the Ocean Terminal Forecourt from 17 November 2023 to 1 January 2024. The launch station is designed in a digital style, with neon lights glowing in the night, vibrant colours, and a futuristic sci-fi atmosphere.  

Over 30 adorable bear astronauts, Christmas tree robots, and alien friends are scattered throughout the 10 photo check-in areas inside the station, transforming it into a party room during the Christmas season. 

The launch station is divided into three main areas, including the "Galaxy Entrance" connecting to the shopping mall located on the grand staircase. In addition, the outdoor area features five major check-in spots: the "Lightspeed Elevator", the "Zero Gravity Cabin", the "Exploration Shuttle", the "Interstellar Transport Belt", and the 10-metre-tall "Christmas Tree Rocket". 

Related articles:

Harbour City dives deep into sustainability with eco-public art exhibition
Harbour City unveils festive campaign to drive footfall