Disney pledges closer movie ties

Disney Interactive has teamed up with the full Walt Disney business to promote upcoming movie tie-in The Princess and the Frog.

The blockbuster animated movie is due for release this month, and has garnered much press attention for being a return to Disney’s classic 2D roots and featuring the firm’s first black protagonist in Princess Tiana.

The game tie-in is set to follow on February 5th on DS and Wii, and will benefit from major cross-marketing activity.

On The Princess and the Frog, we’re working with other areas of the business more closely than we have ever done before,” commented Disney marketing manger Steve Woodward.

We’ve built a collaborative campaign from the ground up and will bring the game message to Princess and Frog fans, wherever they may be.

We’re looking to promote the game through traditional above-the-line media, as well as maximising the many unique opportunities that exist throughout the wider Walt Disney Company.”

Disney also expects The Princess and the Frog to be a real long-term seller, much like the firm’s other hit franchises.

The Princess and the Frog is a new Disney classic that will stand the test of time,” continued Woodward.

Like previous smash hits such as The Lion King, Aladdin and The Little Mermaid – and their associated game releases – we expect the game to continue selling through well beyond the theatrical and DVD releases.”

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