The Walt Disney Co. wants to use Marvel, Mickey Mouse, ESPN and ABC News to get kids moving.
The entertainment giant is launching a multi-pronged effort that will leverage all of the company’s brands and some of its best-known intellectual property as part of what it is calling Disney Jr. Let’s Play!, which will bring activities and experiences to communities across the country, all meant to encourage kids and families to be active.
The company-wide effort was announced on ABC’s Good Morning America Wednesday. Additional Disney Jr. Let’s Play x GMA segments will run on the network morning show throughout the summer.
Disney is also bringing together ESPN’s “Take Back Sports” initiative, Disney Jr. and national nonprofit Every Kid Sports to offer sports grants to families facing financial hardship that have preschool age kids. The grants will cover fall registrations for preschoolers looking to enroll in sports in their communities.
The company also plans Disney Jr. Let’s Play! branded events at more than 400 roller rinks across the country via Disney Music Group, a branded day at Disney California Adventure and Downtown Disney later this summer, a traveling concert tour and branded YouTube shorts based on preschool routines.
To that end, Disney is leveraging some of its biggest kids IP in the initiative, with Disney+ shows Bluey, Marvel’s Spidey and his Amazing Friends, Mickey Mouse Clubhouse and SuperKitties all playing a role.
“At Disney Jr., play is more than a pastime — it’s a key part of how we tell stories, spark imaginations and help kids make sense of the world,” said Ayo Davis, president of Disney Branded Television. “Our characters aren’t just beloved favorites, they’re friends who inspire movement, creativity and joy. With ‘Disney Jr. Let’s Play!,’ we’re inviting families to take that playful spirit beyond the screen and into everyday life.”
“Play-based activities support the healthy development of preschoolers and allow them to experience the positive emotions that are essential for their well-being,” added Kathryn L. Keough, Ph.D., a clinical psychologist at the Child Mind Institute. “When preschoolers pretend to play as their favorite characters, it gives parents and caregivers a natural ‘in’ to play along with them and brings joy to the whole family.”
