M&S launches Disney collaboration
Marks & Spencer will open dedicated Frozen 2 shops in the kidswear sections of all stores across the UK in a bid to lure more families to its doors in the crucial final quarter of the year.
The British department store has announced a new partnership with Disney to sell Frozen 2 merchandise, including fancy dress costumes, pyjamas, advent calendars and soft toys.
The collaboration will celebrate the return of the popular film, which opens in UK cinemas on 22 November.
Marks & Spencer is trying to boost sales as it continues to transform its Clothing & Home business to be more relevant for Britain’s busy families. It said half of its Clothing & Home customers describe themselves as “Disney fans”.
Nathan Ansell, director of Clothing & Home Marketing at M&S, explained: “Growing M&S kidswear is an important focus at M&S as we work to appeal to family-aged customers. Frozen 2 is a highly anticipated film and when the trailer landed it was record-breaking so we know lots of our customers will be excited to visit our special Frozen 2 shops and check out our exclusive product.”
Fifty-four of the retailer’s largest shops will feature selfie stations where young fans can take a special festive picture with Elsa or Anna, and a range of marketing activities including window displays, social media content and mobile marketing, will promote the collaboration.
Additionally, M&S will be joining Disney in supporting UK charity Together for Short Lives, which makes sure 49,000 seriously ill children and their families across the UK can make the most of every moment they have together.
As part of this, the retail company will sell an exclusive tote bag that will be released in October, and M&S Food will be sponsoring a special Together for Short Lives & Frozen 2 ball.
Sara Hanson, Director of Charitable Programmes at Disney EMEA said, “By teaming up with M&S and our long-term charity partner Together for Short Lives, we can bring the power of the Frozen 2 story and its characters to inspire and create Moments that Matter for children and those closest to them when they need it the most. Whether that’s through raising awareness or funds, this campaign can help build emotional resilience and make a real difference to families’ lives.”
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