Disney launches website for expectant and new parents
When you think of Disney, what first comes to mind?
No, after Mickey Mouse. OK, after Magic Kingdom and Disneyland? Sure, that’s right *– kids.
From “Steamboat Willie” to today’s Pixar creations, from Disneyland’s Rocket to the Moon theater in the 1950s to the futuristic attractions we’ll one day see at Shanghai Disney Resort, there’s no arguing that children have been at the core of the company’s mission and success. Even for adults, Disney is the one brand that succeeds in large part because of its ability to bring out the kid in all of us.
Now, though, the company is moving even closer to its embrace of children. Today, the company launched DisneyBaby.com, a new website for expectant and new parents.
The site is organized around what it says – and probably most parents will agree – are the key moments of the day in the lives of little ones and their parents: getting ready for the day’s activities, nursery time, getting dressed, being on the go, meal times, play times and, of course, the baby’s “firsts.”
Disney consumer goods also are a big component of the website. Parents will be able find nursery and baby gear on the site, as well as Disney-branded toys and clothes.
But the site isn’t all about sales. Parents and caregivers can find practical advice at DisneyBaby.com, such as nursery design ideas, playtime activities and even birthday-party themes. It promises features from “real” moms (hey, what about us real dads?) who offer tips about everything from what to stock in your diaper bag to ways to make bath time fun.
What’s sure to be one of the more popular aspects of the site is one that appeals to just about every parent’s most enjoyable activity: bragging about the little ones in words and photos. At the website, parents will be able to upload photos and share their favorite moments with others. No doubt, the concept of “Disney magic” will loom large in this feature of the site.
In a press release about the launch, Brooke Chaffin, senior vice president, Disney Interactive Moms and Family, said, “We continue to focus on building compelling new digital platforms to serve the needs of parents at every life stage, and are very excited to introduce a new destination that shows expectant and new parents how to add a little Disney magic to their growing family’s life.”
Most parents of babies and toddlers will tell you: Having kids can be magical. Now, Disney’s new website will, for many, simply reinforce what many parents already know.