This may look like baby stuff, but don't be fooled. Creating a brand from the ground up -- whether it's in retail, tech, healthcare, finance, food & beverage, etc. -- requires layers of thinking and execution.
When we created Disney Baby nothing like it existed in the infant category so we needed to introduce it in a way that parents would understand, and seek out.
Our vision paid off. Disney Baby became a multi-million dollar global business with its own brand of retail stores around the world.