Disney has launched a new app designed to offer pre-teens a secure and safe social media network, called Disney LOL.
Based on social media platforms such as Instagram or Pinterest, the app and related website features micro-content such as GIFs, memes, short videos, games, jokes and trivia.
The content is taken from across Disney’s various properties including Walt Disney Studios, Pixar, Lucasfilm, Marvel, Disney Channel and Disney XD.
However, unlike the more adult social media platforms, the app – created by Disney Consumer Products and Interactive Media – strips out user-upload, commenting and ‘like’ features.
“We thought, ‘wouldn’t it be interesting to create a feed-like experience we could control and programme in our own unique way?’,” said Michael Hundgen, director of content strategy and editorial for Disney Consumer Products and Interactive Media.
“There are so many properties at Disney. We can use this to rally around tentpole releases and showcase new content.”
According to Variety, disney’s Interactive Media group is active across YouTube, Facebook, Twitter, Instagram, Vine, tumblr and Snapchat with 1.15 billion followers worldwide.
The Disney LOL app is available for iOS and Android in the US and Canada and will aim to feature 100 to 120 new pieces of content per week.