Italian Disney Comics in the New Millennium : Publishing Strategies and New Challenges

Tosti, Andrea (2025) Italian Disney Comics in the New Millennium : Publishing Strategies and New Challenges. In: Italian Comics in the New Millennium. Vol. 1. Continuity and Innovation :. Vernon Press, Wilmington, Delaware, United States, pp. 3-34. ISBN 9798881903237

Abstract

Italian Disney comics, i.e., produced in Italy, are the most numerous and widespread Disney comics worldwide. As far as Italy is concerned, since the 1930s, they represent a fundamental shared intergenerational heritage. However, their popularity has declined in recent decades due to several factors, including the loss of brand appeal, the aging of their readership, and increased competition from other entertainment modes and media. In response to that, especially in the last ten years, Italian Disney comics have been trying to expand and diversify their audience and create new market segments, mainly by turning more strongly towards collectors and nostalgic readers, keeping a delicate balance between innovation and tradition. This chapter will examine the evolution of Italian Disney comics from their origins to their contemporary forms, explicitly showing how they have successfully faced the challenges posed by the new millennium, especially concerning the changing demographics of their readerships.