By Allison Watkinson
TLL Reporter
The Walt Disney Company’s World Princess Week is underway, with the company launching a global celebration of the franchise.
This year’s theme is “Passions & Places,” with the campaign being part of Disney Princess’ broader “Create Your World” initiative, which encourages fans to pursue their interests and bring the worlds that inspire them into their own lives.
Throughout the week, Disney is rolling out new content, products and events across its platforms, including new streaming releases, retail offerings, digital experiences and live events.
The centerpiece of the celebration is “Once a Princess, Always a Princess: A Disney Short Film,” directed by filmmaker Alex Prager, which premiered on Disney+ as part of the kickoff.
Disney said the film reflects the idea that the spirit of Disney Princesses stays with fans through every stage of life, whether they are revisiting a favorite childhood story, introducing the characters to a new generation, or drawing inspiration to pursue new adventures.
“The enduring strength of Disney Princesses lies in its ability to evolve with each new generation while remaining rooted in stories that inspire courage, compassion, and possibility,” said Joanna Balikian, senior vice president of brand management at The Walt Disney Company. “That’s what makes these characters so meaningful to fans around the world. This year’s World Princess Week celebrates this legacy.”
As part of the week’s programming, “LEGO Disney Princess: Magical Mayhem” premiered on Aug. 21. The special follows the Disney Princess characters and their sidekicks as a quiet castle day turns chaotic when animals run loose. The characters trace the disorder to a mischievous magical villain and must work together, using teamwork and help from an unexpected friend, to restore order and save their home.
Disney is also partnering with Peloton on a Disney Princess-inspired Pilates class, available on the Peloton app as of Aug. 20. The class, led by instructor Aditi Shah, incorporates Disney Princess songs to focus on themes of confidence and inner strength. Shah will wear a Disney Princess-inspired outfit from Crowned Athletics during the session.
Fans can also stream “Disney Princess: The Ultimate Concert Celebration” on Disney+, which Disney describes as the largest gathering of Disney Princess talent ever assembled.
Additional programming during the week includes new episodes and specials featuring Disney Princess characters, a campaign highlighting Disney Princess-inspired wishes granted through Make-A-Wish, and retail, digital and live experiences across Disney’s global platforms.