Disney Consumer Products Launches Multi-Platform Keys to the Kingdom Campaign this Fall

Disney Royal Celebrations app is available now.
Disney Royal Celebrations app is available now.

Disney Consumer Products will launch Keys to the Kingdom, a multi-platform experience that will drive awareness and excitement for new Disney Princess product offerings across multiple categories at retail. Disney Princess fans will have the opportunity to unlock music videos, special content, and app extensions through activations across retail that celebrate the inner qualities of the Disney Princess characters.

Mattel, Jakks Pacific, and other licensees have developed dolls and role-play items that introduce new character art and key-inspired designs. Mattel has also created a new line of Disney Princess Royal Celebration Dolls, which come with a special invitation that unlocks premium content in the all-new accompanying Disney Royal Celebrations app, available now for free at the App Store. Disney Princess Royal Celebration Dolls launch this spring, ahead of other Keys to the Kingdom products.

Keys to the Kingdom products will start rolling out at mass and specialty retailers this spring with additional products arriving this summer. It 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. Disney will also support the campaign through digital marketing and advertising, site takeovers, social media, and e-mail blasts.

About the author

Phil Guie

Phil Guie

Phil Guie is an associate editor at Adventure Publishing Group. He writes and edits articles for The Toy Book and The Licensing Book. Phil also serves as lead editor for The Toy Book Blog and The Toy Report newsletter, and manages social media for The Toy Book. But of course, Phil’s pride and joy are his weekly reviews for The Toy Insider, in which he writes about video games, movies, and other cool things. His hobbies include comics, baking, fidgeting, and traveling to off-the-beaten places and making new friends.

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