Disney UK has agreed a partnership with pregnancy and parenting website BabyCentre to engage pre-natal and first time mums with Disney’s Winnie the Pooh brand.
The partnership will see Disney UK connect with BabyCentre's 2.9 million expectant and new mums via a year long campaign.
The campaign will offer mums direct access to Winnie the Pooh products spanning apparel, home ware, feeding, nursery décor, toiletries and more.
Mums will benefit from exclusive discounts and promotions on baby products as well as regular competitions and giveaways.
The partnership coincides with a trade push for the Winnie the Pooh nursery collection, available through specialist retail partner Mothercare.
“We recognise that online communities are significantly important to expectant and new mums who are seeking advice and inspiration that’s engaging, informative and easily accessible at every stage of their journey as parents,” says Justine Finch, Winnie the Pooh marketing director for The Walt Disney Company UK & Ireland.
“With almost half of its users expecting a baby and 73 per cent 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.”
Vincent DeLorca, UK general manager and VP of Global Partnerships at BabyCentre, added: “Mums come to BabyCentre for advice they can trust, support and friendship – key qualities that Disney and Winnie the Pooh and friends truly embody,”
“We are excited to be partnering with Disney and to share the magic of Winnie the Pooh and his friends with new and expecting mums in ways that matter to them through the journey of pregnancy and early parenthood.
"The treasured heritage and beloved characters, unique product offering and exceptional content that the Disney’s Winnie the Pooh brand can bring to our community of mums are unrivalled.”
The campaign will also provide BabyCentre users with Winnie the Pooh branded content including articles, videos and resource pages, sponsored community groups and personalised emails.
BabyCentre will host a dedicated Winnie the Pooh blog series that follows a BabyCentre blogger as they test and share their experience using Disney Baby and Winnie the Pooh products.
Disney UK has also lauched a Winnie the Pooh Laureate competition, fronted by Heart FM radio presenter Jamie Theakston. The competition will crown five regional Winnie the Pooh laureates whose stories celebrate their area’s local history and landmarks in a unique way.