Poland

Poland was the second Eastern European country entered by Disney, and has proven to be a receptive market. Mickey Mouse magazine was launched in 1990 and was published monthly until 1994, followed by Kaczor Donald, which proved to be more succesful than Mickey and is still published every month.

Egmont Polska has succeeded in growing sales of the weekly Kaczor Donald through a dynamic contents mix and many creative promotions. Books in Poland are also the focus of numerous campaigns, such as the summer promiton linked to special prizes for every Disney book consumer. The Disney stand at the Warsaw International Book Fair is often the center of attention, and books are one of the favorite prizes in the Warsaw Special Olympics sponsered by Disney Poland. The Wonderful World of reading Book Club recently congratulated members on receiving their one millionth mailing.