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Disney BabyCentre

Disney UK and BabyCentre partner to engage 2.9m mums with Winnie the Pooh brand

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By Jennifer Faull, Deputy Editor

December 3, 2013 | 2 min read

Disney UK and parenting website BabyCentre have announced a 12-month partnership in a bid to engage pre-natal and first time mums with the Winnie the Pooh brand.

With the year-long deal Disney is hoping to connect with the 2.9 million expectant and new mums through branded content on the BabyCentre site, including articles, videos and resource pages, sponsored community groups and personalised emails tailored to mothers.

The campaign is also running exclusive discounts and promotions on baby products as well as regular competitions and giveaways, while 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.

Overall, Disney is aiming to direct mums to Winnie the Pooh products, including apparel, home ware, feeding, nursery décor, and toiletries and the new Winnie the Pooh nursery collection it launched with 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,” explained Justine Finch, Winnie the Pooh marketing director for The Walt Disney Company UK and 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.”

Disney UK has also launched the Winnie the Pooh Laureate competition fronted by Heart FM radio presenter, Jamie Theakston. The storytelling contest award five people whose Winnie the Pooh inspired stories celebrate their area’s local history and landmarks.

Disney BabyCentre

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