Disney is continuing to expand its interactive mobile biz by bringing the hit property Frozen to its Club Penguin virtual world.
From August 21 to September 3, Frozen will be taking Club Penguin by storm. During the Frozen Party, members’ avatars will be able to dress up like their favorite characters from the film, including Olaf, Sven, Anna, Elsa and Kristoff. They’ll visit popular scenes from the movie and hear songs from the film.
Notably, the Frozen-themed party will be the first event available on the Club Penguin app since it launched in May 2013.
With 220 million members, the virtual world is one of the larger networks for kids. According to Disney, since launching on iOS, up to 40% of Club Penguin’s users now access the site through mobile.
With the Frozen Party available both online and via the app, the company expects it to be the most popular Disney franchise “takeover” to date. Judging by the popularity of the Frozen brand, the party could be exactly what Club Penguin needs to heat up its mobile and online presence.