Disney plots direct push for Baby Einstein

LONDON - Disney is launching a year-long integrated on- and offline campaign promoting its Baby Einstein range of educational toys, books, DVDs and CDs.

The direct element of the campaign, which begins next month, will see 70,000 Baby Einstein parenting packs distributed to members of the National Child-birth Trust and parents of children aged up to 18 months. 

The parenting pack, which was created in collaboration with child development expert Dr Pat Spungin, contains information for parents on the importance of play.

It includes contributions from the Royal Philharmonic Orchestra and National Literacy Trust, and offers advice on all aspects of play, from incorporating music to how parents can enjoy reading books to young children without worrying about comprehension. 

The promotion will target new parents through print and online advertorials, sponsorships and competitions.

The activity will kick off with a three-month sponsorship of the baby section on Askamum.co.uk followed by activity with Mumsnet.co.uk and print magazines including Mother & Baby, FQ and Practical Parenting. 

The online element will also involve a branded microsite at the Bounty Parenting Club site, which has 300,000 unique users a month. It will feature product information and advice to help parents mark their child's development milestones. Disney will use homepage flashes, channel sponsorship, competitions and newsletter content to drive traffic to the microsite.



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