Disney has launched the new free application ?Craft Finder: Great Crafts from Disney FamilyFun?  for Apple?s iPhone and iPod touch to encourage mothers and children to engage with the brand in a new way.

While Disney has released many mobile applications, this is the first from the company?s online craft destination, FamilyFun.com. Available in the App Store, Craft Finder: Great Crafts from Disney FamilyFun is currently running only house ads, but the company will soon open up the inventory to brand advertisers.

?As one of the top online craft destinations, Disney?s FamilyFun.com wanted to offer its vast collection of great craft ideas to moms and families on the go,? said Maureen Bergmueller, director of marketing for the mom and family portfolio at Disney Online, North Hollywood, CA.

?The new app also extends the online experience of FamilyFun and its content to the mobile platform to help moms search for craft ideas for any holiday or occasion,? she said. ?The target demographic for the new Craft Finder: Great Crafts from Disney FamilyFun app is moms and families.?

The development comes soon after a senior Disney Online executive discussed Walt Disney Co.?s multifaceted mobile strategy in an exclusive interview with this publication (see story).

With a circulation of more than 2.1 million, Disney?s FamilyFun magazine delivers ideas for?and from?families through content about cooking, crafts, celebrations, volunteering, travel and other family activities.

She?s crafty
Features of Craft Finder: Great Crafts from Disney FamilyFun include a Craft Box for saving users? favorite crafts in the Planning tab, the ability to automatically save the last step completed in the Doing tab and the ability to keep a history of crafts users have made in the Done tab.

The application also offers craft details and step-by-step guides, in addition to a shopping list feature to take to users? local craft store for all of their supplies.

Plus, users can share their crafts with friends and family on Facebook, Twitter and via email.

Disney will be promoting the availability of the iPhone application throughout Disney Online?s portfolio of sites with online ads and in newsletters.

In addition, there will be a print ad for the Craftfinder application appearing in the April issue of Disney FamilyFun magazine.

The Craft Finder: Great Crafts from Disney FamilyFun application will be ad-supported.

?There are ad opportunities within the app,? Ms. Bergmueller said. ?Currently, there is an interstitial that is served when searching for crafts?it?s currently a FamilyFun magazine ad.

?In the very near future, IAB [-size] ads will be delivered within the app,? she said.