Disney Marketing to Babies

Feb 08, 2011 11:25 AM EDT

Imagine a world where every scrapbook, baby book, wall-hanging frame has a set of mouse ears protruding from every picture. Sound far fetched?

"Late last month, the company quietly began pressing its newest priority, Disney Baby, in 580 maternity hospitals in the United States. A representative visits a new mother and offers a free Disney Cuddly Bodysuit, a variation of the classic Onesie."

Disney is taking the risk that mothers won't want an uninvited rep showing up bedside in the infants first hours to deliver gifts and good cheer. The think, "what mother could reject free stuff - especially from Disney?"

While the moment is a special one, Disney is vying for the last remaining market they have not yet tapped. Is it a good move?

From a business point of view, we think it's brilliant. They create lasting, intimate impressions for every baby book and they create envy in mothers without the apperal. "Where did you get that adorable bodysuit?" Tap, tap, tap - here we are, Disney Store Online - Buy, buy, buy. Great way to promote your ecommerce efforts.

Will be interesting to see how mothers hold up to the intrusion during a special time.


Disney Marketing to Babies

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