The Disney Baby brand supports young parents with a broad product portfolio specially designed to meet their demands. Disney Baby always aims at providing high quality one-of-a-kind lifestyle products. Disney Baby stands for important parental emotions: from amazing designs and trends to cute characters and nostalgia. Product features like quality, safety or easy handling are designed to exceed parents’ expectations. So Disney Baby is in the enviable position to be an infant brand able to fulfil both sides of consumers needs: emotional and functional.

POSITIONING

• Disney strives to exceed parents’ expectations of product quality and performance – and clearly indicates these
• advantages on the product package
• Each product category features main items developed to convey Disney Magic
• Disney Baby is the only infant brand caring for mother and child any moment of the day providing everything from beddings and sleepwear for bedtime, to toys and games for playtime, bath time and cuddling time, through to care products and baby’s books by Disney
• This is an unparalleled position for Disney and a real advantage in competition