Disney Plans Princess Push

Disney Consumer Products is planning a multi-platform U.S. campaign in support of its new Disney Princess product offerings that will hit retail this summer. 

April 6, 2018

Disney Plans Princess Push

Disney Consumer Products is planning a multi-platform U.S. campaign in support of its new Disney Princess product offerings that will start hitting retail this summer. The Keys to the Kingdom national promotion will include music videos, special content and app extensions accessible through activations across retail.

Licensees including Mattel, Jakks Pacific, Evy, MZB and more have developed Disney Princess dolls, role-play items, apparel, accessories, footwear and home décor that introduce new character art and designs.

Kicking off the promotion, Mattel has created a new line of Disney Princess Royal Celebration dolls that will hit retail this spring. The dolls come with a special invitation that unlocks premium content in an accompanying "Disney Royal Celebrations" app, which is available now for free in the Apple App Store.

Other activations include promotional and feature placement, digital app activations, interstitials and music videos, as well as marketing plans with unique themes tailored

to each location. Disney will also support the campaign through digital marketing and advertising, site takeovers, social media and e-mail blasts.  

“With the Keys to the Kingdom campaign, fans will be able to open up the magical worlds of their favorite Disney Princesses and extend their timeless stories with new products and specially created content,” says Stephen Teglas, senior vice president, licensing, Disney Princess. “We’re excited to provide a fun and exciting way for a new generation of children to connect with these inspiring, confident and brave characters.”

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