Disney Imagicademy—The Walt Disney Company’s all-new learning initiative designed for families with children ages 3–8—officially launched last week.
On December 4, we unveiled Disney Imagicademy to media and the general public at the Intrepid Sea, Air & Space Museum in New York. Members of the press, consumers and partners attended the event, which kicked off with an onstage presentation featuring Disney executives, Imagicademy academic advisors and celebrity mom and Imagicademy spokesperson Brooke Burke-Charvet.
A hands-on installation featuring the new Imagicademy apps was set up in the Intrepid’s Exploreum and attracted kids and adults alike. Inspired by the first Imagicademy app, Mickey’s Magical Math World, the installation included math-focused activities and experiences. As kids and media immersed themselves in the Imagicademy installation, Mickey Mouse and celebrity mom Burke-Charvet interacted with event attendees as they learned by making, creating and doing.
Following the launch event, we announced a donation of $55 million in Disney Imagicademy apps and books for children in need at the White House Summit on Early Education. Bob Chapek, president, Disney Consumer Products, was a featured speaker at the summit and President Obama mentioned the donation and Disney in his remarks. Additionally, the President also highlighted the popularity of Frozen and the franchise-based merchandise.
“Disney is giving away $55 million worth of books and apps for young learners,” President Obama said. “And judging by trick or treating here at the White House this year, if Disney wanted to throw in some of those Princess costumes from Frozen, that will make a difference. I mean, there were a lot of Elsa’s, they just kept on coming, sorta non-stop.”
The excitement around Imagicademy did not stop at the White House. Early childhood development expert Dr. Tanya Altmann represented Imagicademy in a national satellite media tour, and parent bloggers across the country lit up social media with buzz around the initiative—#DisneyImagicademy became a US trending topic in less than an hour.
As we head into 2015, we are excited to launch the next product in the Disney Imagicademy portfolio, Mickey’s Magical World of Arts. Until then, stay updated on all things Imagicademy by following @Imagicademy on Twitter and Facebook, along with visiting DisneyImagicademy.com.