Oh Bother: Disney Channel Partners with My Gym on Pooh Launch

Posted on by Chief Marketer Staff

(Promo) The Disney Channel has partnered with My Gym Children’s Fitness Centers to promote the launch of its new show, “My Friends Tigger & Pooh.”

The kids-only gyms are being blanketed with signage and giveaways to market the show, which airs weekend morning during the network’s Playhouse Disney block of preschool programming. Some 300 branded growth charts and sticker books are being handed out during classes at 165 locations through the end of May.

“Parents obviously are familiar with Winnie the Pooh and Tigger and all of those beloved characters,” says Frank Keating, vice president, marketing, The Disney Channel. “This is just a great opportunity for us outside of our network to touch moms and dads, and reach kids in a way we wouldn’t normally be able to do.”

In 25 locations, Disney Channel will host celebration parties June 1-3. At each event, members can invite friends to a free gathering for food, music and gymnastics.

The CG-animated “My Friends Tigger & Pooh” is a modern-day update to the classic characters Pooh, Piglet, Tigger, Eeyore and Rabbit, who live in the Hundred Acre Wood. The show introduces a new neighbor, six-year-old Darby, and her dog, Buster, who help the team of super sleuths solve mysteries.

Disney partnered with My Gym, a fitness center targeting kids three months old and up, in part to boost its ongoing message of healthy eating and fitness.

“For us, it’s just the perfect venue to introduce this show and these characters,” Keating says. “It gives us a way to reach families in their world with this whole healthy kids initiative.”

What’s in it for My Gym? The cache of a mega brand.

“Anytime you align yourself with a brand with the quality and stature of Disney, you are doing something good,” says Matthew Hendison, My Gym Enterprises’ chief officer, marketing and entertainment. “This brings not only a positive message and business alignment with Disney, but it’s added value for our customers.”

Online materials support the promotion, which Channel M, Los Angeles, handles.

More

Related Posts

Chief Marketer Videos

by Chief Marketer Staff

In our latest Marketers on Fire LinkedIn Live, Anywhere Real Estate CMO Esther-Mireya Tejeda discusses consumer targeting strategies, the evolution of the CMO role and advice for aspiring C-suite marketers.



CALL FOR ENTRIES OPEN



CALL FOR ENTRIES OPEN