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Disney Takes on Newborns

February 16, 2011

The Walt Disney Company is venturing into new territory. For years they have been delivering joy right into the living rooms of children and adults, but now they are set on newborns! In a huge marketing push, Disney has been visiting new mothers in 580 maternity hospitals with a Disney giveaway. The gift is essentially a glorified onesie, or as Disney likes to call it, a Disney Cuddly Bodysuit.

So how does this all work? How can Disney intrude (for lack of better words) on new mothers and market their product? Here’s how: A company called Our365 sells bedside baby pictures. They pay hospitals for exclusive access and Disney pays Our365 for promotional rights. It is not exactly groundbreaking because new mothers have been sent from the hospital with plenty of gift bags in the past, but it may be a little more obvious.

At any rate, by May, Disney will have given away 200,000 bodysuits! It is then that will begin to offer 85 different styles of the Cuddly Bodysuit at a rate of $9.99 for two! I have to admit, It does seem like a screaming deal. Target and Nordstrom are also on board and will offer different Disney Baby items including hats.

So what do you think? Is Disney being too intrusive with this new marketing technique? Do you think the Baby line will be successful? Whether it is or is not, we think Disney will be just fine!

You can read the article and more about this topic here.


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