Mothers in China have a huge awareness of the Disney brand and love the characters in Disney. In 2013, Disney officially landed in China. Meanwhile, we just wanted moms to know that they can get Disney products for their babies easily.
The idea was to let Mothers capture their baby's moment with Disney. Mother's created a personal photo album by uploading their baby’s photos online and selecting a cute Disney character to be a part of the album. Digital albums that gathered the most likes were then turned into an exclusive Disney album and sent back to moms.