Dive Brief:
- Disney is making TikTok Shop a key part of its holiday strategy with its first Super Brand Day shopping event, which will run Nov. 4-10, Marketing Dive can share.
- The Super Brand Day featuring Disney will bring together products from the Disney Store along with over 20 participating brands including Old Navy, Crocs, Touchland and ColourPop. The event will also include items exclusive to TikTok Shop for a limited time.
- The experience, part of a larger “Make the Holidays Magic” campaign, will be amplified via paid media and creator storytelling. A focus on TikTok Shop expands Disney’s existing presence on the app and comes as consumer trust for the e-commerce feature grows.
Dive Insight:
Disney is bringing its holiday marketing to TikTok Shop for the first time in a bid to attract the growing share of consumers who are open to social commerce experiences. TikTok Shop’s U.S. sales are forecast to rise 48% in 2026 to $23.4 billion, according to Emarketer.
“How fans discover and shop for the brands they love continues to evolve, and our opportunity is to evolve with them,” Liz Shortreed, senior vice president of Americas for Disney Consumer Products, told Marketing Dive in a statement. “Super Brand Day featuring Disney brings together the breadth of our consumer products business, from licensing partners to Disney Store, in a way that makes discovery more seamless and relevant to today’s consumer.”
TikTok Shop’s Super Brand Day feature launched in 2024 and offers brands an opportunity to engage with the platform’s users with a limited-time shopping experience. Other brands who have been part of a Super Brand Day event include E.l.f. Cosmetics, QVC and Maybelline.
The upcoming Super Brand Day will feature Disney, Pixar, Marvel and Star Wars-inspired holiday gifts and span categories including home, toys, beauty, fashion and accessories. Additional brands participating in the event include Old Navy, Crocs, Corkcicle, ColourPop, Touchland, Kyte Baby, FHI Heat, Girls Crew and PopSockets, all of which offer their own Disney collections.
During the experience, two exclusive items, a Darth on a Hearth collectible and a holiday mini backpack from Loungefly, will be available only on the Disney Store TikTok Shop before launching on the Disney Store website. Major brands, including E.l.f. Cosmetics and Coca-Cola, have used exclusive items to amplify their TikTok Shop storefronts.
Disney has recently looked to strengthen its presence on TikTok. In August, the company partnered with the platform on a content-sharing deal that unites Disney’s intellectual property with social media creators in a move that could help grow fandoms and foster excitement around new releases.
A focus on TikTok Shop comes as consumer sentiment around the e-commerce feature grows, with 67% of consumers in the U.S. reporting that they trust a large brand the same or more when they come across it on TikTok Shop, compared to seeing it on another platform, according to U.S. New GlobalData research shared in press details. That figure rises to 82% among users aged 18-24.
Brands have continued to show interest in TikTok Shop, including Sephora and Best Buy, both of which debuted on the shopping experience this fall. In October, TikTok announced an agentic artificial intelligence shopping experience that allows customers to discover and purchase items directly from a brand without leaving the app.
