The background

Although Disney has a relatively low share of the infant market, the Disney brand is very appealing to young parents. As such, Disney have decided to launch Disney Baby at the end of 2007. The new brand will target parents with infants up to the age of two years with products ranging from clothing to homeware and branded toys.

The brief

To create a big brand idea for all marketing communications that can be used by licensees globally, and which will firmly establish the Disney Baby brand in the market.

Our response

We’re currently developing a global launch campaign to include TV, press & online channels. Creative is currently under development, so we can’t show you anything yet. But we will soon.