Disney Launches New Tween Brand

Star Darlings books are on shelves now, with toys and apparel to follow in November.

Disney Publishing Worldwide has launched the new property Disney Star Darlings featuring 12 girls who encourage tweens to celebrate their individuality and make positive choices.

The brand debuts in North America with two novels. Additional Star Darlings content and products will be released through November including a storytelling and lifestyle app, music from Walt Disney Records, the first shorts in an animated series on YouTube, and a fashion doll line created in collaboration with Jakks Pacific that will be available at Justice stores nationwide.

Disney Consumer Products is partnering with Justice to make the retailer the core destination for Star Darlings products this fall and into the holiday season. In addition to the Jakks dolls, Justice will also carry Star Darling books and apparel. A small assortment of products will also be available at Disney Store.

“Star Darlings represents a fully realized world where strong, confident girls are front and center,” says Andrew Sugerman, executive vice president, Disney Publishing Worldwide. “We’re excited to announce this all-new, innovative property tailor-made for today’s tween, and the launch of Star Darlings represents one of our broadest multi-platform launches to-date.”

The Star Darlings have been created to resonate with a tween audience through multi-platform lifestyle applications. Each Star Darling has her own wish that she pursues with determination and the help of her friends. The story begins on Starland where a major crisis is afoot and 12 girls from the prestigious Starling Academy are chosen to be the first student Starlings to venture to Earth. 

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