Walt Disney's Mission Statement

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Walt Disney Company Mission Statement: Creativity + Innovation = Profits

Vision and Values of Walt Disney, His Studio, and Retail Stores. ©Barbara Farfan for About.com

One of the reasons why Disney has a reputation of delivering a seamless "magical" experience to its guests in all of its operations - theme parks, hotels, restaurants, retail stores, etc. - is because it has one overriding vision and mission for all of its business operations.

The Disney Corporate Mission Statement is...

"The mission of The Walt Disney Company is to be one of the world's leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services, and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world."

The Mission of Disney Retailing

Disney Consumer Products (DCP) is the division of the Walt Disney Company responsible for retail merchandise and Disney branded retail stores.  Although it isn’t officially labeled as a “mission statement,” this published statement about DCP serves the same purpose that an official mission statement would…

“Disney Consumer Products (DCP) is the business segment of The Walt Disney Company and its affiliates that delivers innovative and engaging product experiences across thousands of categories from toys and apparel to books and fine art. DCP is focused on franchise growth and product quality and innovation. This focus enables DCP to deliver compelling merchandise at retailers around the world enriching consumers' experience with the Disney brand and its characters.”

Another “unofficial mission statement” pertains specifically to retail Disney Stores…

“Disney Store offers a fully immersive retail experience through extraordinary Guest Service, engaging Cast Members and quality product that allows Guests to bring the magic of Disney storytelling to life wherever they may be.”

The Walt Disney Corporation's Founder

The Walt Disney Company was founded by Walter Elias Disney in 1923.  He is well-known to the baby boomer generation because of his weekly Sunday night appearances on the Wonderful World of Disney, which was unofficially the world's first infomercial, showcasing the design, development, and progress of Disneyland theme park as it was being built.

Walt Disney Headquarters

The Walt Disney Co. headquarters are currently located in Burbank, CA.

More About U.S. Company Mission Statements, History, and Headquarters