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.