Disney has launched DisneyBaby.com, a new online destination expectant and new parents, filled with inspirational ideas, tips from real moms and a comprehensive collection of Disney Baby brand products on the web.
At the heart of the site experience is Disney Baby Magical Moments, a tool for parents to upload baby photos and memories, adding to a collection of shared family experiences from parents that flow throughout the site. It features Kimberly-Clark’s Huggies brand as its exclusive sponsor.
DisneyBaby.com is organized around key moments of the day: Getting Ready, In the Nursery, Dressing Baby, On-the-Go, Mealtime, Playtime, Bathtime and Baby’s Firsts.
Key site features include:
•Disney Baby Product Collections
•Inspired Ideas – Chock-full of ideas that add a touch of Disney magic to everyday moments with Baby, DisneyBaby.com offers creative inspiration throughout the site, from nursery design tips to age-based playtime activities to DIY party ideas for Baby’s first birthday and more.
•Tips from Real Moms – Real moms offer go-to tips on a wide range of topics from making bathtime fun for Baby to stocking the diaper bag with must-have essentials to games sure to get Baby giggling.
•Disney Baby Magical Moments – Disney Baby invites moms and dads to weave their own experiences with Baby into the very fabric of the site by uploading and sharing their favorite moments and photos. Parents will watch them come to life as part of a vibrant panorama of shared experiences of parenthood.
According to Erik Seidel, VP/Huggies Brand, the new site serves as a great channel for the Kimberly-Clark brand to offer useful tips, resources, and tools to meet parents’ needs so they can enjoy every moment of their journey, while strengthening the brand’s long standing relationship with Disney. “We are thrilled to serve as the exclusive site sponsor for what we believe will become a go-to site for moms everywhere.”
RBR-TVBR observation: It’s a bit unusual to build a site of this magnitude and not have it open to other sponsors. It must be a substantial investment from Kimberly-Clark and perhaps a reflection of marketers increasingly looking for alternatives to the traditional :30 ad.