Disney Consumer Products and global retailer Uniqlo are taking their six-year relationship to the next level with the launch of a new clothing line and marketing campaign that features characters from the Disney, Pixar, Marvel and Star Wars vaults.
The Magic for All initiative will officially launch at this month’s D23 Expo in California (for which Uniqlo is the official clothing partner) before hitting stores this fall. It encompasses new LifeWear items that range from fleece and flannel shirts to umbrellas and plush toys.
Initially, Mickey Mouse and Minnie Mouse will lead the new line, before it broadens to include popular characters from Star Wars, Pixar’s Toy Story, Marvel’s Avengers and Disney’s Frozen.
The clothing line is being accompanied by a series of pop-up displays, as well as in-store and online customer experiences. Additionally, Magic for All will be a focal point at the launch of a concept store in Shanghai at the end of September. Currently under construction, the shop will occupy the top floor of the five-story Uniqlo Shanghai Global Flagship Store – the company’s largest worldwide.
The initiative precedes the spring 2016 opening of a Uniqlo store at Disney Springs in Lake Buena Vista, Florida. The flagship store will also house the brand’s assortment of Magic for All offerings for men, women and children.
This past spring, Uniqlo also launched an exclusive collaboration to sell Disney’s new Tsum Tsum concept plush toys with limited edition t-shirts, which sold out in three days. An original animated short was created to support the launch.