Disney UK Launches New Media Division to Boost Brand Collaboration
Disney UK is now looking to develop long-term partnerships between key brands and its famous characters with the launch of a new media division.
Disneymedia+ is set for launch in Europe at the end of the month, on 31 March. The outcome of ramping up brand partnerships could see Disney attracting corporate sponsors for popular musicals like the The Lion King or release co-branded electrical products such as mobile phones.
A Disney spokeswoman commented on their new media division: "Through this launch, we will make it easier to access unique advertising and promotional solutions that span the entire portfolio of Disney entertainment experiences and brands."
She also added that any partnerships they undertake would need to fit in with the principles of the Disney brand, so they will be "careful and responsible" when forming collaborations for their children's characters.
Disney UK is currently reported to be aiming at building long-term partnerships with brands such as Peugeot and Tesco, with plans for character brands that include traditional characters such as Mickey Mouse as well as newer personalities like Hannah Montana and Toy Story.