Disney targets a growing market

Take that old adage "it's never too soon to . . ." and give it a remix to the tune of Zip-a-Dee-Doo-Dah and out pops Disney Baby, the Walt Disney Company's latest marketing push. The New York Times reports that Disney reps have been popping into maternity hospitals in the US to deliver "Disney Cuddly Bodysuits" to new mums who don't have the energy to jump up and run screaming from the room. In return, the mums are asked to sign up to email alerts from disneybaby.com . Disney Baby, "creating magical moments right from the start", gives children the fairytale treatment: "As you wash away the playground sand and pureed carrots, you fall a little more in love. Then it's cuddle, towel, powder, diaper, dress, and ready for a lullaby. Magical." This new initiative, the Times reports, is part of a wider strategy, which will also see a new channel for preschoolers – Disney Junior – launch next week. My oh my what a wonderful day that will be.