Disney Plans Princess Push

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

“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.”