Discover how the collaboration was brought to life in this conversation with Claire Terry, SVP, Disney Consumer Products, The Walt Disney Company EMEA
Right: Disney & Selfridges’ A Most Magical Christmas store facade.
How did A Most Magical Christmas with Selfridges come together? Why was Selfridges the perfect brand to help reimagine classic Disney storytelling?
At Disney Consumer Products EMEA we are continually looking to raise the bar, and Selfridges is one of the most iconic department stores in the world. It is renowned for being a global fashion destination beloved by Gen Z, so as we focused on how to engage this critical audience, it was an ideal collaboration target.
We began exploring the opportunity in 2023, originally with the concept of bringing Disney storytelling through a takeover of the store windows, that evolved into the 360-campaign we have now, A Most Magical Christmas – one of the most ambitious and aspirational campaigns we have ever done.
It features an 11-metre Disney castle façade at Selfridges’ Oxford Street flagship to 30 windows inspired by Disney classics across the UK, bespoke Disney iterations of the iconic shopping bags, and more than 80 brand collaborations across multiple categories. It was driven by Disney Consumer Products and brought together teams across entire enterprise, including Disney Theatrical Group and Disney Parks, Walt Disney Imagineering, Studios, and Disney+.
This partnership also builds on a rich heritage as Disney and Selfridges have collaborated in the past – dating back to the 1950s through the 1970s, when beloved characters including Disney’s Alice in Wonderland, Peter Pan, Mickey Mouse, and Donald Duck appeared at the store and even on the façade.
What makes the holiday collaboration with Selfridges unique, and how does it reflect Disney’s approach to creating magical experiences for consumers during the holiday season?
Firstly, millions of people visit Selfridges every year and it is part of the spectacle of London during the festive period. A Most Magical Christmas is Selfridges’ first collaborative Christmas campaign and features the largest façade that the Oxford Street flagship has hosted in more than 50 years. The Disney magic begins from outside the building and the façade is quite literally traffic-stopping. It also turns into a dazzling light and music show every evening from dusk.
Second, our brand storytelling then flows across the windows – each bringing a classic Disney story to life in a display of incredible craftmanship and attention to detail. Including one, powered by Walt Disney Imagineering technology. They have brought Parks technology into retail for the very first time, enabling visitors to interact with Tinker Bell in a window display inspired by Disney’s Peter Pan. All of this before even stepping inside the store!
Once inside there are Disney touchpoints on every floor, with more than 80 brand collaborations across fashion, toys, food, stationery and more. Through this campaign we have also had two Disney-inspired takeovers of Selfridges premium retail space the Corner Shop, both of which have driven incredible footfall and sales. In addition, we had a pop-up Disney Store, which has been a huge hit with fans, including selling product usually uniquely at Parks. Plus, they released an exclusive plush range inspired by the yellow Pantone 109 of Selfridges.
Beyond that, shoppers have enjoyed performances from Disney Theatrical Group, including a surprise appearance by Genie from Disney’s Aladdin, a Disney Classics afternoon tea takeover, curated Disney film screenings, a dedicated Disney Store destination, and even a Disney takeover of Selfridges’ iconic Confetti Spectacle.
It is a fully immersive holiday experience that captures the magic of Disney in unexpected ways and brings storytelling to life for fans of all ages.
How does Disney balance innovation with maintaining its iconic brand identity when developing new products and collaborations? Can you share any examples of how this approach has resonated with consumers in EMEA?
At Disney Consumer Products EMEA, we’re at the cornerstone of Disney storytelling and reimagining what that means for today’s consumer and how we stay relevant for the next 100 years. Our product collaborations keep the brand integrity while surprising and delighting fans – as well as reaching new audiences – with fashion-forward, culturally relevant product moments.
This particular project targeted Gen Z through partnerships with leading designers across fashion, home, beauty, and F&B – ensuring Disney’s magic resonated across a breadth of lifestyle touchpoints.
We worked with designers such as Harry Lambert, Ahluwalia and Cole Buxton, giving each the freedom to create collections that felt personal and authentic to their brand. This creative approach unlocked products across 20+ Disney franchises, engaging Gen Z consumers who tell us that they value individuality and self-expression.
Why do leading retailers and brands consistently seek collaborations with Disney? What elements of Disney’s storytelling and brand heritage make these partnerships so compelling?
Disney’s brand heritage and emotional connection with consumers is a unique strength. At a time when people crave comfort, escapism, and familiarity, our storytelling offers exactly that, whilst remaining relevant across generations. A Most Magical Christmas, inspired by the iconic Disney adage, ‘you’re never too old to be young’, is a perfect example as it taps into nostalgia and iconic characters, but brings them to life in fresh, innovative ways that resonate with today’s audiences. The balance of timeless magic, emotional connection and modern creativity is what makes Disney such a compelling partner.
The breadth of our storytelling and characters engages with a core demographic of families and fans, but Disney’s desirability also extends into the critical and influential Gen Z and Gen Alpha audiences. We’re building collaborations that meaningfully immerse Disney into their worlds which is a fantastic opportunity for our partners also.
How is Disney Consumer Products crafting an innovative strategy to meet consumer trends where they are across EMEA?
Experiential retail is a key way through which we balance innovation with heritage. Consumers today expect more than transaction, seeking immersive, ideally Instagrammable experiences that deepen their connection with a brand. With Selfridges, we delivered this on a scale that only Disney can do, by blending cutting-edge technology, theatrical performances, and curated retail moments all whilst staying true to our storytelling roots. From an interactive window featuring Tinker Bell to exclusive product collaborations inspired by classic Disney characters, the campaign honours Disney’s legacy whilst introducing fresh and unexpected ways to engage fans and shoppers alike.
We’ve been blown away by the response and level of engagement we’ve seen through organic social content, engagement, footfall and sales across the region and beyond. The power of Disney is clear throughout this campaign; the combined strength of our ecosystem creates a truly authentic emotional connection with all consumers and the industry. A Most Magical Christmas is truly an example of us activating locally but influencing globally.
What does the future hold for Disney Consumer Products in EMEA over the next few years?
A Most Magical Christmas has shown what is within the art of the possible. We set out to do something extraordinary, and I am so proud of what our teams have achieved. It sets the bar for how we can connect with consumers across multiple touchpoints, from the largest façade to the smallest pin. Looking ahead to 2026 and beyond, I’m excited about our partnership with Formula 1, and how we can bring together Mickey & Friends with this phenomenally successful sport and create more products and experiences that meet our target audiences where they are.
Beyond that, we have so much more in the pipeline that will show Disney in new and unexpected ways. We have real momentum as a business and are planning even more opportunities to create happiness every day in region!