Disney UK has announced a 12-month partnership with leading pregnancy and parenting website BabyCentre to engage pre-natal and first time mums with Disney’s Winnie the Pooh brand and keep it front of mind at every step of their new baby’s life.
Disney UK will use the brand partnership to connect BabyCentre’s 2.9m expectant and new mums in the UK with the trusted and beloved Winnie the Pooh brand in ways that matter to them at every key milestone of their pregnancy and baby’s life, directly through the digital channel and on mobile.
The year-long campaign will also offer mums direct access to essential Winnie the Pooh products which support the needs of expectant and new parents, right from the very beginning. The distinctive collection of apparel, home ware, feeding, nursery décor, toiletries and more will help parents create and celebrate their baby’s magical moments every day. The partnership coincides with a trade push to the treasured classic Winnie the Pooh nursery collection, now available through specialist retail partner Mothercare.
“We recognise that online communities are significantly important to expectant and new mums who are seeking advice and inspiration that’s engaging, informative and easily accessible at every stage of their journey as parents,” says Justine Finch, Winnie the Pooh marketing director for The Walt Disney Company UK & Ireland.
“With almost half of its users expecting a baby and 73% of users already parent to at least one child, partnering with BabyCentre allows us to develop a strong connection with mums – the target audience for Winnie the Pooh – from as early as pre-conception and stay with them through their child’s early life. We will not only be able to provide parents with unique Winnie the Pooh products that match their new needs, but also inspired ideas and content to enable them to celebrate the magical moments of parenthood with Disney’s trusted and most beloved bear.”
“Mums come to BabyCentre for advice they can trust, support and friendship – key qualities that Disney and Winnie the Pooh and friends truly embody,” said Vincent DeLorca, UK general manager and VP of global partnerships at BabyCentre.
“We are excited to be partnering with Disney and to share the magic of Winnie the Pooh and his friends with new and expecting mums in ways that matter to them through the journey of pregnancy and early parenthood. The treasured heritage and beloved characters, unique product offering and exceptional content that the Disney’s Winnie the Pooh brand can bring to our community of mums are unrivalled.”
The campaign will offer users Winnie the Pooh branded content including articles, videos and resource pages, sponsored community groups and personalised emails tailored to mum and her baby. Mums will also benefit from exclusive discounts and promotions on essential baby products as well as regular competitions and giveaways. A dedicated Winnie the Pooh blog series on the website will follow a BabyCentre blogger as they test and share their experience using Disney Baby and Winnie the Pooh products, highlighting the benefits to the BabyCentre audience.
Disney UK has also launched the Winnie the Pooh Laureate competition fronted by Heart FM radio presenter and father of two, Jamie Theakston. The storytelling contest will crown five regional Winnie the Pooh laureates whose stories celebrate their area’s local history and landmarks in a unique way.