Disney takes the Mickey out of Pakistan

Majyd Aziz

“Mickey Mouse is a funny animal cartoon character and the official mascot of The Walt Disney Company. He was created by Walt Disney and Ub Iwerks at the Walt Disney Studios in 1928. An anthropomorphic mouse who typically wears red shorts, large yellow shoes, and white gloves, Mickey has become one of the most recognizable cartoon characters in the world.” ~ Wikipedia

Walt Disney took an animal that is usually found in filth, in dirty holes, and in polluted sewers and transformed it into an intelligent, endearing and adorable icon loved by millions of children and even adults. Mickey Mouse is 86 years old, and the company he and his fellow cartoon characters “represent” all over the globe is the largest in terms of appointing licensees and vendors for various products that proudly carry the Disney logo.

The Walt Disney Company has an enlightened and focused approach towards its Corporate Social Responsibility policies. According to its official website, “it is committed to act and create in an ethical manner.  This commitment is essential in maintaining the value and unique appeal of the Disney brand for the benefit of our shareholders, our employees, our business partners and, most importantly, our customers around the world.  This commitment extends to our own operations and to the independent licensees, vendors, and facilities involved in the production and distribution of Disney-branded consumer products. . . . We have long recognized the great challenges this vast extended supply chain creates in working to ensure that the consumer products bearing our brands meet our expectations for the highest ethical standards and highest quality.

Disney has licensees and vendors in many countries. It has a very strict monitoring system and also relies on International Labor Organization and International Finance Corporation standards under their Better Work program.  The Permitted Sourcing Countries Policy is a refined method and enables Disney to effectively manage and to ensure an ethical conduct by all in the supply chain. However, this does not mean that Disney gives a carte blanche to all those desirous of becoming official licensees or vendors. In fact, Disney does not do business in forty-four countries that do not qualify above the threshold of 25 points under the World Governance Index. Countries like Zambia, Mongolia and even Burkina Faso qualify but now Pakistan has been removed from the list of Permitted Sourcing Countries.

The Disney announcement did not spring up overnight. The warning signals were sent over a year ago to the licensees and vendors in Pakistan citing safety standards of workers in the supply chain. The decision was prompted by the 24 November 2012 fire at the Tazreen Fashions Factory in Bangladesh's capital Dhaka that killed 117 people and injured over 200 and another fire on 11 September 2012 in Baldia, Karachi Pakistan where 262 garment workers lost their lives and 600 workers were injured. The licensees and vendors in Pakistan claim an annual Disney business in excess of $200 million and these are big names in the textile sector. They have assiduously worked hard to adhere to the rigid and tough standards and policies of Disney and it is to their credit that they have prospered.

Unfortunately, the lackadaisical attitude of government functionaries and the laid-back manner in which global conditionalities are considered by the bureaucracy have brought Pakistan nothing but shame and blame. The Pakistani officialdom does not comprehend the intricacies of a nut-and-bolt methodology of the international brands that have to adhere to the progressive demands of their customers on a priority. This is no IMF or World Bank dictation that these officials conveniently side-step or evade. International evaluation, such as the Disney decision, is the core issue that cannot be disregarded. It is pathetic that most of the government officials who deal with labor standards, who do not miss a single opportunity to go on ILO junkets or conferences, are totally oblivious of the ramifications of the Disney decision. It is a sad fact that the big names in the textile industry have to run from pillar to post to convince the policymakers to get on the ball and right the wrong.

Mr S M Muneer, the well-known tycoon, has taken up the mantle of CEO of TDAP. The ball is now in his court. He must get a detailed orientation from the affected licensees and vendors as to what went haywire. Then he should bring on the carpet all those irresponsible officials for their lax and nonchalant behavior. For crying out loud, thousands of jobs and the country’s image are on stake and the financial consequences for those who toil to manufacture quality products would be unbearable and devastating. The leaders of the textile sector have to get their act together. One is not sure how much personal lobbying they did with the Disney people. News reports reveal that even Pakistan’s Ambassador to the United States, Jalil Abbas Jilani, did attempt individual intervention but he was not able to get Disney to review the decision.

This writer has been advocating for many years that the Pakistani private sector must create a Lobbying Fund and must appoint lobbyists in Washington to work on the policymakers there as well as in Congress. There is a need for a pro-active approach but the private sector is wanting in this field. Yes, some Pakistani companies or groups do have their own lobbyists and pay a retainer accordingly, but there has never been a sustained and organized institutional approach in understanding and lobbying within the right circles in Washington. Sadly, the many representative bodies of the Pakistani Diaspora in USA have also been delinquent in this respect. The prime reasons being ego-trips and protecting own turfs. Lessons should be learned from how the Indians and Bangladeshi private sector work the ropes in Washington.

Pakistan may have to wait for a year or two, once ILO does the necessary inspection and certification of Pakistan under the Better Work program. Till then, the government and private sector need to do some serious introspection. Meantime, I have prepared the Appeal for the licensees and vendors for newspapers. I have also sent the following comment to NEWSPOST of The News International: “It seems that Mickey Mouse has made the Pakistan government look like Goofy, who is not sure where he is going, and the exporters made to look like Donald Duck, the Walt Disney icon who does not wear any bottoms"

 MOCK MEDIA ADVERTISEMENT PREPARED BY MAJYD AZIZ