Online Marketing - Site

Disney Tsum Tsum Tuesday

Tsum Tsum are collectible, pill-shaped plushies featuring beloved Disney characters in various sizes. To amplify the excitement around each new release, Disney introduced Tsum Tsum Tuesday—a bi-monthly online event unveiling new character collections on the first and second Tuesday of every month.

I led the digital creative direction for the product launch, developing a visual style that infused each release with authentic Disney storytelling. Moving away from the original, uniform product-box aesthetic, I introduced franchise-specific framing elements—incorporating distinctive visual motifs, color palettes, and even footage from the corresponding films and shows.

This approach brought each collection to life, creating an engaging, narrative-driven shopping experience. The refreshed campaign not only elevated the online presentation but also drove significant traffic growth to the boutique site, ultimately leading to the launch of a subscription-based Tsum Tsum program.