Disney Campaign Advocates ReadingDisney Campaign Advocates Reading

Series of events and other activations will support the non-profit First Book.

Disney and ABC will kick off the fifth annual Magic of Storytelling campaign with a series of activities between now and March 31, including the second annual Disney Reads Day, Feb. 4.

The campaign is a collaboration between Disney publishing Worldwide and Disney|ABC Television Group to help the non-profit group First Book donate new books to children in need across the country.

This year’s campaign will feature a public service announcement from Emma Watson, in-store events, an extensive media campaign, social media activations and a Magic of Storytelling sweepstakes.

“For more than 80 years, Disney books have brought children and parents together, sparking imaginations and inspiring dreams,” says Andrew Sugerman, executive vice president, content and media, Disney Consumer Products and Interactive Media. “We are thrilled to be part of a program that encourages a love of reading and makes these stories available to as many people as possible. We’re honored to continue our work with First Book to bring the Magic of Storytelling to kids in need around the country.”

Meanwhile, the second annual Disney Reads Day on Feb. 4 will kick off four weeks of events and special promotions at participating retailers and other organizations including story time events at Barnes & Noble, Disney Store and other retail locations.

The PSA, voiced by Emma Watson, star of the upcoming film Beauty and the Beast, will underscore the impact of books on children. Additionally, Disney will donate one book to First Book for every eligible Disney book purchased at participating retailers.

Furthermore, Disney will extend the campaign initiative to the educator community through focused outreach to schools and libraries, providing resources to facilitate in-class and in-home shared reading experiences.