Disney, “Magic at Play”

Magic at Play was the brand positioning for a partnership between Disney and Jumping Beans, a private-label brand (which I named) at Kohl’s. It marked the beginning of a successful, long-term collaboration. 

Disney “Minnie-festo”

The magic of Disney is many things: It’s imagination and adventure. It’s memories and nostalgia. But the real magic of Disney might be its ability to bring families together; to transcend generations and create a shared belief in the importance of dreams, the celebration of traditions, and the enduring power of family.

Disney’s mission is to entertain, inform, and inspire people through the power of unparalleled storytelling. Kohl’s purpose is to inspire and empower families to lead fulfilled lives. One of the most important ways Kohl’s inspires customers is through the storytelling of our brands. We’re not just selling products; we’re selling possibilities. 

The partnership of Disney and Kohl’s offers an opportunity to let families tell their own stories through a collection of inspired product, encouraging them to celebrate and share the magic of everyday moments while expressing themselves in a way that is authentic and heartfelt. Nothing brings a family together like matching shirts and mouse ears. The product is fun to wear and fun to share; but it’s also a visible reminder that your family, however you define it, and as so many Disney stories have shown, is always there for you.  

Let’s make some magic.