Disney Baby

Disney Baby Brand: The Icing on the Cake Couldn't Be Sweeter

In 2012, Disney Consumer Products asked Ronstadt & Associates to design a year-long program to promote its new Disney Baby brand and open its first Disney Baby Store.

With careful research and creative brainstorming, Ronstadt & Associates developed a strategic and innovative plan to keep the positive press coverage rolling in all year long.

Ronstadt & Associates helped launch Disney Baby branded gear such as Disney themed apparel, Graco strollers, Pack N Plays, and bouncy seats. Working closely with Disney’s Social Media team, Ronstadt & Associates issued news releases and video alerts about social media activities and milestones. Ronstadt & Associates continued the momentum through the summer months with summer fun giveaways to key mom blogs.

The program culminated with the opening of the very first brick and mortar Disney Baby Store in Glendale, Calif. on September 12, 2012. Through our hard work, more than fifty members of the press attended the star-studded event and celebration. Local TV crews, business press, national parenting press and national bloggers, as well as local mommy bloggers, lined up to watch the curtain drop on the new storefront.

Guests then enjoyed a baby shower attended by more than 100 moms-to-be from Operation Shower, who also received a free shopping spree in the new Disney Baby Store. The spectacular event and goody bags we handed out to editors that day (or mailed to those who could not attend) resulted in coverage continuing from September through December.


By the end of the first six months (Feb. through August), Ronstadt & Associates had achieved an estimated 125 stories in top websites, blogs and magazines such as SheKnows.com, TheBump.com, NYMotherhood.Examiner.com, Baby Talk Magazine, Fit Pregnancy, Parenting Magazine, American Baby Magazine, and Pregnancy & Newborn Magazine to name a few. We had reached an audience of more than 75 million, surpassing the previous year’s impressions.

The opening of the first Disney Baby Store in September contributed to another tremendous spike in impressions. With editors from all the key parenting magazines and blogs attending,our Disney Baby Store efforts resulted in an additional 125 stories, including a syndicated TV news story, running on KGO-TV(San Francisco), WRC-TV(Washington D.C.), KTLA (Los Angeles), KOIN-TV (Portland), KTYX-TV (Tyler, TX), and WTLV-TV (Jacksonville, FL) to name a few; in print, Los Angeles Business Journal, Palm Beach Post, Los Angeles Daily News, Glendale News Press, USA Today, and Ser Padres Magazine; and online ChicagoParent.com, ABCNews.com, Mom.me, Parents.com. The opening garnered an astonishing 58 million impressions.

By the end of 2012, Disney Baby had been featured in 250 stories reaching an estimated audience of more than 130 million. The icing on the cake? In early 2013 AdWeek recognized Disney Baby as one of the top 10 best established brand extensions. Our successful PR programs undoubtedly contributed to the awareness that led to this honor.