Disney Consumer Products Announces Multi-Platform Keys to the Kingdom Campaign for Disney Princess
Disney Consumer Products announced Keys to the Kingdom, a national multi-platform campaign to drive awareness for new Disney Princess products across multiple categories at retail in fall 2015. The campaign will include music videos, special content, and app extensions through activations across retail.
Licensees including Mattel, Jakks Pacific, Evy, MZB, and more have developed dolls, roleplay items, apparel, accessories, footwear, and home décor that introduce new character art. Launching this spring ahead of other Keys to the Kingdom products, Mattel has created a new line of Disney Princess Royal Celebration Dolls. The dolls come with a special invitation that unlocks premium content in the all-new accompanying Disney Royal Celebrations app, available now for free on the App Store.
Keys to the Kingdom will be supported across retail with new products and extensive activations including promotional and feature placement, account-specific digital app activations, interstitials, and music videos that will debut at key retailers along with marketing plans tailored to each location. Disney will also support the campaign through digital marketing and advertising, site takeovers, social media, and e-mail blasts.
Products will start rolling out at mass and specialty retailers this spring with additional products setting this summer.
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