Why Disney’s Kids & Family Division Is Working With Creators Like Dhar Mann and Nastya: We Need to ‘Meet Kids Where They Are’
During a panel discussion at MipJunior in Cannes on Sunday, Ayo Davis, president of Disney’s Kids & Family division, reflected on how the studio was responding to the disruption in viewing habits among younger viewers, including working with some of the same creators who are cont
Disney's decision to collaborate with popular creators like Dhar Mann and Nastya is a strategic move to stay relevant in the ever-changing landscape of kids' entertainment. By partnering with these influencers, Disney is acknowledging that traditional viewing habits are no longer the norm, and that kids are now consuming content on various platforms, including social media and streaming services. This shift in approach demonstrates Disney's willingness to adapt and meet kids where they are, rather than expecting them to conform to traditional viewing habits.
The fact that Disney is working with creators who have already built a massive following among younger audiences is a testament to the company's commitment to understanding its target audience. Dhar Mann and Nastya have millions of followers across platforms like YouTube and TikTok, and by partnering with them, Disney can tap into their existing fanbase and create content that resonates with kids. This move also highlights the growing importance of social media and influencer marketing in the entertainment industry, as companies like Disney recognize the need to engage with their audience in new and innovative ways.
As Disney continues to evolve its approach to kids' entertainment, it will be interesting to see how this collaboration with popular creators plays out. Will we see more Disney content on social media platforms, or will the company use these partnerships to drive viewership to its traditional channels? How will Disney balance its own brand identity with the unique styles and voices of its creator partners? These are all questions to watch in the coming months, as the entertainment industry continues to navigate the changing landscape of kids' entertainment and the role of influencers in shaping content and audience engagement.
Originally reported by variety.com. VibeNews adds analysis for culture, style & media readers.