Late last month, the company began quietly rolling out its new Disney Baby line.
Imagine just being born and your first sight of the world is Mickey Mouse? Disney’s new target audience is newborn babies, and though its efforts aren’t as blatant as shoving a cartoon character in a young baby’s face, it’s somewhat questionable that a brand is launching a marketing campaign aimed at infants just out of the delivery room. To reach infants as early as possible in their life, Disney’s marketing staff visited 580 maternity wards in the U.S. to offer new mothers and their newborns a free Disney Cuddly Bodysuit, a classic onesie adorned with Disney characters. The baby bodysuits also are being marketed by Our365, a company that sells bedside baby pictures as part of their photo package. Although the Walt Disney Company is well known for catering to children through its vast business holdings in movies, toys, clothing and theme parks, the company quietly decided to roll-out Disney Baby last month.
The company aims to give away 200,000 of the baby bodysuits via hospital visits and beginning in May, the suit will be available online through Amazon. A complete range of Disney branded baby items from strollers, bath toys, and even baby food will follow and the marketing push will not stop there. According to Andy Mooney, chairman of Disney Consumer Products, “Apparel is only a beachhead” and he is also working on launching a costumer loyalty program where pregnant women might receive free theme park tickets in return for signing up for e-mail alerts. Mooney adds: “To get that mom thinking about her family’s first park experience before her baby is even born is a home run.”