The partnership spans the US and Europe, with an integrated marketing campaign running until Christmas
Jakks Pacific has appointed Kids Industries (KI) as the lead agency to devise and deliver a pan-European integrated marketing campaign designed to drive high volume sales of Disney Darlings.
Originally launched in the US in autumn 2025, Disney Darlings dolls quickly captured the hearts of families, swfitly selling out. With strong consumer demand continuing to build, the viral dolls are now available in the UK, ready to spread joy and celebrate signature Disney stories through interactive and imaginative play.
The UK and US campaign – devised collaboratively by KI’s strategic and creative teams –launched this week and continues through to Christmas. Based around KI’s ‘Happiness Glows’ theme, it reinforces Jakks Pacific’s ‘Happiest baby dolls in the world’ positioning by illustrating when a child plays with their Disney Darling their happiness shines through, and that visible joy becomes the glow.
Gary Pope, CEO, Kids Industries, said: “It’s been absolutely brilliant working with JakksPacific on Disney Darlings – the dolls have been a massive success Stateside, so we’re honoured to have been entrusted with developing a marketing campaign to drive equally strong sales across Europe.”
The campaign has rolled out cross social, digital and connected TV, interactive and search and incorporates seven SKUs across four target markets: UK, Germany, France and Spain. It also leverages UGC content. KI adopted an innovative approach to content generation with the team producing a high volume of quality authentic user generated content with real children as opposed to relying on tired, overused influencers
“We’re particularly proud of the campaign’s media mix,” said Hayley Woodward, Senior Director, Brand Commercialisation, Jakks Pacific. “Toy marketing and advertising used to focus solely on TV but it’s so much more complex and diverse now. For Disney Darlings, we’re talking to mums through social media – TikTok, Facebook, Instagram and YouTube – and we’re taking the messaging to meet the children where they are: across digital and connected TV including YouTube, Disney+ and Gulli in France and with an in-app/online playable game where kids can wave the doll’s wand to trigger a trailer built on the Happiness Glows platform.”
