Disney is celebrating the power of imagination and movement with Disney Jr. Let’s Play, a new campaign created to inspire preschoolers and their families. Launched across the Walt Disney Company, this global initiative taps into the magic of beloved Disney Junior characters. It invites kids to experience the joy of play beyond the screen.
Preschool Play Campaign with Purpose
The Disney Jr. Let’s Play campaign spans original content, merchandise, live events, music, and more. From Bluey to Spidey and His Amazing Friends, characters inspire preschoolers to move, laugh, and explore.
As part of this launch, Disney is also partnering with ESPN’s Take Back Sports and the nonprofit Every Kid Sports. Together, they deliver sports grants to preschoolers from income-restricted families. These grants, part of the Fall 2025 Every Kid Sports Pass, will cover registration fees. This marks the first time the program targets children under five.
Play Beyond the Screen
Dr. Kathryn L. Keough from the Child Mind Institute reinforces how vital play is for young children’s well-being. Pretend play, especially when kids model Disney Junior characters, encourages emotional growth and gives families a way to bond. Whether it’s dancing like Mickey or inventing new adventures with the SuperKitties, preschoolers thrive when play is part of their routine.
Events and Activations Coming in 2025
The campaign includes a growing list of interactive experiences, such as:
- Roller rink events at over 400 locations nationwide, powered by Disney Music Group
- A Disney Jr. Let’s Play! Party at Disney California Adventure Park and Downtown Disney District
- The ongoing Disney Jr. Live On Tour: Let’s Play! concert series
- A new line of YouTube shorts featuring fun preschool routines and character-driven adventures
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Disney Jr. Let’s Play Brings Preschool Fun to Life
Final Thoughts from Disney
“Play is a key part of how we tell stories, spark imaginations, and help kids make sense of the world,” said Ayo Davis, President of Disney Branded Television. The Disney Jr. Let’s Play initiative brings that philosophy into communities across the globe—one joyful moment at a time.
