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Disney links with BabyCentre for Winnie the Pooh push

Friday December 6, 2013 at 2:14pm
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 to keep it front of mind at every step of their new baby’s life. 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 will use the brand partnership to connect BabyCentre’s 2.9 million expectant and new mums in the UK with the 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. The range includes apparel, home ware, feeding, nursery décor, toiletries and more. The partnership coincides with a trade push for the classic Winnie the Pooh nursery collection, now available through specialist retail partner Mothercare. 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. Justine Finch, Winnie the Pooh marketing director for The Walt Disney Company UK & Ireland, says: “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.”
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