Hallmark Holiday Pop-Up Store Coming to Disney Springs

A Hallmark Pop-Up Shop is coming to Disney Springs this holiday season to coincide with the launch of Holiday Ever After: A Disney World Wish Come True. 

What’s Happening:

• Hallmark Channel recently announced that its Walt Disney World holiday film, Holiday Ever After: A Disney World Wish Come True, will premiere on Saturday, November 28th.
• During a recent executive session with the Television Critics Association, Darren Abbott  (President, Hallmark Media and Hallmark Chief Brand Officer) revealed that as part of the film’s launch, a pop-up Hallmark Store will appear at Disney Springs.
• “We're really creating a 360-degree experience around the content,” Abbott said of the activation. The film includes a few original products that will be hitting shelves closer to the premiere.
• The cross-brand strategy is part of an initiative known as One Hallmark. “What it really means is thinking about all of the commercial levers we have across the enterprise and bringing those together.” In addition to Disney, a similar strategy could be implemented on their projects, like their third partnership with the NFL and Skydance Sports on Holiday Touchdown: A Bears Love Story.
• “I want our audience, our fans, to always wonder what is Hallmark going to do next, and I want it to be a surprise,” Abbott shared. “And I think the NFL partnership, the Disney partnership are two really good examples of that.”

Stay tuned to Laughing Place for more information about the Disney Springs Hallmark Pop-Up Store as it becomes available.