Disney For Newborns

Disney For Newborns

Late last month, the company began quietly rolling out its new Disney Baby line.

Kyana Gordon
  • 8 february 2011

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.”

Disney Baby

New York Times: “Disney Looking Into Cradle for Customers”


Garmin's New Smartwatch Is Challenging The Luxury Market

Work Today

Editorial Roundtable: How Will Companies Staff The Workplace Of The Future?

Managed By Q, Soma, Workbar, Primary, AltSchool and thinkPARALLAX examine the ways that a people-first workplace might disrupt the job hiring process

Arts & Culture Today

Airport Mural Puts Passengers In The Clouds

The installation in an Amsterdam terminal lets travelers float through a series of billowing 3D digital shapes


Get PSFK's Latest Report: Future of Retail: Technology Primer

See All
Automotive Today

DevBot Is An Intelligent, Driverless, Electric Car

The unmanned test vehicle from RoboRace is a preview of upcoming AI race models

Fitness / Sport Today

Turn Any Wearable Into A Mental Health Tracker

Cognition Kit is a software platform that lets people track and better understand their cognitive states


James Keene

Community Builder

Augmented / Virtual Reality Today

AR Ski Goggles Make Racing Down The Slopes Even More Immersive

Israeli startup RideOn weaves digital overlays into the thrill of skiing with an unconventional pair of protective eyewear

Advertising Today

Japan Wants To Make 2020 Olympic Medals From Recycled Electronic Waste

The Tokyo Games could showcase the first-ever gold, silver and bronze awards made from discarded phones and computers

Culture Today

This Small Town Has Become A Hide-and-Seek World Championship Destination

An old abandoned village in Northern Italy has become a massive playground for over one hundred competitive players


Future Of Work
Cultivating The Next Generation Of Leaders

PSFK Op-Ed august 25, 2016

Retail Expert: What Sustainability Means To The Millennial Generation

Jo Godden, Founder of RubyMoon, discusses how brands can limit their environmental impact worldwide

PSFK Labs Today

New Mentorship Ecosystems Benefit All Levels Of An Organization

PSFK’s Future of Work report explores how technology is being leveraged to support cross-team communication

Syndicated Yesterday

What Could The Highway Of The Future Look Like?

As technology for automated vehicles improves, there’s a sharper focus on building a ‘smarter’ infrastructure where they can thrive

Design Yesterday

Plastic Wind Trees Are Bringing Sustainable Power To Residential Homes

These French-made turbines are offering a small, aesthetically pleasing approach to affordable personal energy

Home Yesterday

Dyson’s Wi-Fi Connected Fan Purifies, Cools & Heats The Air

The new luxury home appliance aims to be an all-in-one device for the connected home

Education Yesterday

Bringing Virtual Reality And Telepresence Robotics To E-Learning

This Learning Management System is embracing new technologies to reallocate teaching resources to where they should be going

Advertising Yesterday

Brewing Company Turns Car Emissions Into Ink

Tiger Beer has created a sustainable process to transform air pollution into supplies for street art


Rio Olympics
Innovation Coverage From The Rio Games

Design Yesterday

Space-Saving Sofa Has Extra Furniture Hidden Inside

Living in an apartment with limited space? This three-in-one bed transforms based on your needs

Culture Yesterday

Browser Extension Blocks Any Pages That Make You Unhappy

The software can detect your facial movements and prevent content that brings up negative emotions

Automotive Yesterday

Reserve Your Parking Spot Before You Even Get Behind The Wheel

A new Ford app allows drivers to select and arrange for a space in a garage to be available at the end of their journey, so they can travel worry-free

No search results found.