THE APEX TIMES
The Walt Disney Company is rolling out a season-long holiday push with a new original short on Disney+, partner wish programs, and branded events across its media and experiences businesses.
Disney is kicking off a new global holiday marketing campaign today designed to connect its entertainment brands, theme park experiences and consumer products through a single theme: “Make the Holidays Magic.” The push runs “all season long” and is scheduled to roll across Disney Parks and Experiences, streaming and television, and retail and licensing, with a mix of new content, seasonal programming and partner-driven charitable activities.
The campaign launches with a new animated holiday short, “A Disney Holiday Short: The Invisible Horse,” created as an original film and directed by Dougal Wilson, according to Disney. The story follows Jack, a boy who believes he has outgrown holiday magic until a mysterious invisible creature enters his life at Christmas and draws him into an adventure that “rekindles his imagination” and brings him closer to his family. Disney says the short is now available on Disney+ and online.
Disney’s Chief Marketing and Brand Officer Asad Ayaz framed the campaign as a way to give families multiple touchpoints for the season, including a “trip they’ll talk about for years,” a “new favorite to watch together,” gifts for under the tree, and wish-based support for “children and families who need it most.” Disney’s release positions the initiative as both a consumer marketing platform and a seasonal brand moment intended to reinforce Disney’s role in holiday traditions.
A major component of the “Make the Holidays Magic” effort is its partner network for wish granting and community support. Disney says it will work alongside Make-A-Wish, Blue Star Families, Toys for Tots and other nonprofits during the season, including initiatives that grant wishes, create special moments for military families, and deliver toys and surprises for children around the world.
Disney says those activities will be carried out through a mix of activations and events at multiple parts of the company, including Disney Parks, Disney on Broadway and Disney On Ice. The company also plans in-season appearances and performances, along with on-screen programming and media segments designed to extend the theme beyond in-park experiences.
On the entertainment side, Disney’s holiday programming plan includes a special holiday broadcast tied to “Dancing with the Stars,” plus appearances and segments across national morning and talk shows. Disney’s release names “Good Morning America,” “The View,” “Tamron Hall,” and “Live with Kelly and Mark” as part of the season’s media footprint. Disney also highlighted its own branded holiday programming, including “The Wonderful World of Disney: Holiday Spectacular” and the “Disney Parks Magical Christmas Day Parade.”
Disney also tied the season’s consumer push to retail and licensing. The company said Disney Store and Disney Publishing will work with leading licensees and retailers, including Mattel and Jazwares, to deliver “uniquely Disney experiences” for the holidays. Disney also stated that consumers can find holiday gifts across categories like toys, apparel, accessories, books and collectibles from favorite stories and characters, with availability at Disney Store and retailers including Amazon, Walmart and Target, among others.
In addition, Disney’s release connected the campaign to what it called “discover meaningful gifts and collectibles” that align with current and upcoming entertainment. Disney cited the theatrical arrival of Marvel Studios’ “Avengers: Doomsday” in 2026 and home viewing through Disney+ for Pixar’s “Toy Story 5” (2026), and it pointed to Winnie the Pooh’s 100th anniversary. Disney also referenced holiday favorites such as “Home Alone” from 20th Century Studios as part of the evergreen content ecosystem being used to support seasonal shopping.
What is not fully detailed in Disney’s announcement is how the company will measure the campaign’s success or what specific budgets or targets are associated with the push across media, parks and retail. Disney also does not break out expected incremental revenue from “Make the Holidays Magic,” nor does it provide a timeline of each event’s location count, participation numbers for wish programs, or audience metrics for the season-long television and streaming programming.
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