In a bid to rev up sales of movie merchandises, books and trips to Disneyland, Alibaba Group Holding Ltd. and Walt Disney Co. have partnered to launch an "over-the-top" content system called DisneyLife in China, the Wall Street Journal reported.
The two firms said that the pre-sales of the system will start immediately through Alibaba's online shopping site, Tmall.
The Mickey Mouse-shaped device, which will be shipped from Dec. 28, is priced at $125. It can connect users to various Disney contents (films, games and cartoon series) and allow them to plan a visit to Disneyland in Hong Kong and Shanghai.
The device also comes with a one-year content subscription.
An over-the-top gadget is similar to a gaming system (e.g., Sony PlayStation), which rides on the top of Internet and cable services that are already existing.
For Disney, the move comes as it aims to attract more visitors for its Shanghai theme park, which has been experiencing setbacks. As well, the firm eyes to look for other revenue source apart from box office.
Meanwhile, Alibaba said it is expanding its entertainment services in the country, which is currently the world's second biggest movie market by revenue.
Alibaba, along with other technology companies, have been inking deals with film and entertainment companies to provide more content for their online portals.
Though the market for over-the-top content is still in its infancy in China, giants like Alibaba are trying to attract customers with products that can't be provided by other entertainment companies.
Currently, Tmall offers Disney items and works sold in over 300 stores.