Disney looks to expand brand partnerships with new venture

Disney is to ramp up partnerships between brands and its characters with the launch of a new media division.

Disney's Hannah Montanna

Disney UK is looking to build long-term partnerships with brands such as Peugeot and Tesco and its character brands such as Hannah Montana, Toy Story and traditional characters such as Mickey Mouse.

Disney could attract corporate sponsors for its musicals such as The Lion King or launch co-branded electricals products like mobile Phone handsets.

The corporation will launch Disneymedia+ in Europe at the end of the month (31 March).

A spokeswoman for Disney says: “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 adds that any collaborations would have to fit the principles of the Disney brand and it will be “careful and responsible” when forming partnerships for its kid’s brands.

Last summer Disney launched a trial collaboration between Toy Story 3 and Peugeot which saw cowboy character Woody starring in an ad for the Peugeot 5008 family car.