Focused on teaching kids how to cook with their parents, Disney Eats is a kid-friendly cooking network - and product line - for mini foodies. If you spent late-night sleepovers flipping through channels and watching the Food Network even as a kid, you might be wondering, "Where was Disney Eats when I was young?!" We are too.
Digital First
A company that is know for their traditional media (TV, movies, etc.) is swinging hard in the digital direction with this move. It will be a digital first experience to appeal to a generation raised on YouTube and will feature seasons of "Kitchen Little" and "Tiny Kitchen." These shows are focused on reaching kids and parents to cook together. And a digital platform makes sense when so many consumers are bringing their devices, instead of cookbooks, into the kitchen with them while they cook.
Disney, TV, +Nutrition
In 2012, Disney attended a news conference with Michelle Obama where they rolled out nutrition-related advertising regulations. The move showed that the company recognized their role in contributing to childhood obesity, and they plan to maintain this set of rules on their digital platforms, including Disney Eats. (While the company said their advertising revenue would take a hit from this regulation, they felt the benefits outweighed the downside. Still, Disney posted a 3% increase in revenues from 2011 to 2012, and a 7% increase from 2012-2013.)
More Than Entertainment
Disney has long been a lifestyle brand. They're making Disney Eats something to watch online and then easily experience in real life, by bringing their products into your home. Their kitchen essentials and home lines make it easy to bring a little bit of magic to life.
What This Means for Brands
With this announcement, Disney is opening up a new advertising channel for brands that fit within their nutrition regulations. While you may think this is just for kids, you can bet Mom or Dad will be around while "Kitchen Little" is on. Brands looking for a more targeted ad buy might consider this channel - though it's sure to be competitive.