Disney signs £20m-worth of Narnia brand tie-ins

Disney has embarked on its biggest partnership marketing campaign, in support of the launch of The Lion, The Witch and the Wardrobe.

Major deals, worth more than &£20m in total, have been struck with companies including McDonald’s, Procter & Gamble, Orange and Thomas Cook.

McDonald’s is creating two separate Narnia campaigns, with television advertising throughout December and January, alongside on-pack meal promotions.

A tie-in with Robinsons will utilise the brand’s entire portfolio, which includes Fruit Squash, No Added Sugar Squash, Fruit & Barley and Fruit Shoot.

The on-pack promotion, which will run on 60 million packs, will give consumers the chance to win Narnia-themed banquets and sleigh rides in Prague and Lapland. The instant-win promotion is supported with a micro- site and a three-week television campaign.

P&G is running promotions using two of its key brands, Bold and Lenor, offering trips to the workshop in New Zealand where the Narnia creatures were created.

Cereal Partners is giving away special Narnia books on 5 million packs covering all its key brands, also with an extensive TV campaign.

Lee Jury, marketing director of Buena Vista International UK, Disney’s film distribution division, says: “With such a beloved property, it was extremely important that we select brands with the ability to deliver coveted promotions.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here