Disney Jr. Let’s Play! Campaign Launches

Disney has initiated a multiplatform global campaign across original content, consumer products, live events and more to promote the importance of play-based activities in preschoolers’ development.

“At Disney Jr., play is more than a pastime—it’s a key part of how we tell stories, spark imaginations and help kids make sense of the world,” said Ayo Davis, president of Disney Branded Television. “Our characters aren’t just beloved favorites, they’re friends who inspire movement, creativity and joy. With ‘Disney Jr. Let’s Play!,’ we’re inviting families to take that playful spirit beyond the screen and into everyday life.”

The initiative has been informed by clinical expertise from the Child Mind Institute and features characters from the Disney Jr. stable, including Bluey, Marvel’s Spidey and his Amazing Friends, Mickey Mouse Clubhouse and SuperKitties.

Throughout the year, the campaign will feature activations such as a Disney Jr. themed roller-skating experience from Disney Music Group at over 400 roller rinks across the country, a Disney Jr. Let’s Play! Party at Disney California Adventure Park and Downtown Disney District later this summer, a traveling concert tour and YouTube shorts.

Further, ESPN’s Take Back Sports initiative, Disney Jr. and national nonprofit Every Kid Sports will deliver sports grants to preschoolers from income-restricted families.

“Play-based activities support the healthy development of preschoolers and allow them to experience the positive emotions that are essential for their well-being,” said Kathryn L. Keough, Ph.D., a clinical psychologist at the Child Mind Institute. “When preschoolers pretend to play as their favorite characters, it gives parents and caregivers a natural ‘in’ to play along with them and brings joy to the whole family.”