Go Behind Disney and Selfridges’ ‘A Most Magical Christmas’…Go Behind Disney and Selfridges’ ‘A Most Magical Christmas’

With A Most Magical Christmas, Disney Consumer Products EMEA and Selfridges reimagined classic Disney storytelling for today's audiences - spanning show-stopping windows, exclusive product collaborations, and innovative experiential moments across the UK.

We spoke with Claire Terry, SVP, Disney Consumer Products EMEA, about the creative vision behind the campaign, the power of Disney's brand heritage, and what's next for consumer products in the region.

How did A Most Magical Christmas with Selfridges come together? Why was Selfridges the perfect brand to help reimagine classic Disney storytelling?

At Disney Consumer Products EMEA we are continually looking to raise the bar, and Selfridges is one of the most iconic department stores in the world. It is renowned for being a global fashion destination beloved by Gen Z, so it was an ideal collaborator.

We began exploring the opportunity in 2023, originally with the concept of bringing Disney storytelling through a takeover of the store windows, that evolved into the 360-campaign we have now, A Most Magical Christmas - one of the most ambitious and aspirational campaigns we have ever done.

It features an 11-metre Disney castle façade at Selfridges' Oxford Street flagship to 30 windows inspired by Disney classics across the UK, bespoke Disney iterations of the iconic shopping bags, and more than 80 brand collaborations across multiple categories. It was driven by Disney Consumer Products and brought together teams across the entire enterprise, including Disney Theatrical Group and Disney Parks, Walt Disney Imagineering, Studios, and Disney+.

This partnership also builds on a rich heritage as Disney and Selfridges have collaborated in the past - dating back to the 1950s through the 1970s, when beloved characters including Disney's Alice in Wonderland, Peter Pan, Mickey Mouse, and Donald Duck appeared at the store and even on the façade.

What makes the holiday collaboration with Selfridges unique, and how does it reflect Disney's approach to creating magical experiences for consumers during the holiday season?

Millions of people visit Selfridges every year, and this holiday season A Most Magical Christmas is the iconic retailer's first collaborative Christmas campaign and the largest façade its Oxford Street flagship has hosted in over 50 years.

The Disney magic starts outside with a dazzling and quite literally traffic-stopping light and music show, then flows through a number of dazzling windows, each telling a classic Disney story with incredible craftsmanship, including an interactive Tinker Bell display powered by Walt Disney Imagineering.

Inside, guests discover Disney on every floor, with over 80 brand collaborations and exclusive plush inspired by Selfridges' iconic yellow. In addition, we had a pop-up Disney Store, which has been a huge hit with fans, including selling product usually uniquely found at Parks.

There have even been special moments from Disney Theatrical Group like Genie from Aladdin making a surprise appearance, a Disney Classics afternoon tea, and curated film screenings.

It's a fully immersive experience that brings Disney storytelling to life for fans of all ages and has driven incredible footfall and sales to the store.

How does Disney balance innovation with maintaining its iconic brand identity when developing new products and collaborations? Can you share any examples of how this approach has resonated with consumers in EMEA?

At Disney Consumer Products EMEA, we're at the cornerstone of Disney storytelling and reimagining what that means for today's consumer and how we stay relevant for the next 100 years. Our product collaborations keep the brand integrity while surprising and delighting fans - as well as reaching new audiences - with fashion-forward, culturally relevant product moments.

We ensure Disney's magic resonates across a breadth of lifestyle touchpoints that connect with all generations by collaborating with leading designers across fashion, home, beauty, food & beverage, and more.

We worked with designers such as Harry Lambert, Ahluwalia and Cole Buxton, giving each the freedom to create collections that felt personal and authentic to their brand. This creative approach unlocked products across 20+ Disney franchises, engaging Gen Z consumers who tell us that they value individuality and self-expression.

Why do leading retailers and brands consistently seek collaborations with Disney? What elements of Disney's storytelling and brand heritage make these partnerships so compelling?

Disney's brand heritage and emotional connection with consumers is a unique strength. At a time when people crave comfort, escapism, and familiarity, our storytelling offers exactly that, whilst remaining relevant across generations. A Most Magical Christmas, inspired by the iconic Disney adage, 'you're never too old to be young,' is a perfect example as it taps into nostalgia and iconic characters, but brings them to life in fresh, innovative ways that resonate with today's audiences. The balance of timeless magic, emotional connection and modern creativity is what makes Disney such a compelling partner that attracts families and fans of all generations.

How is Disney Consumer Products crafting an innovative strategy to meet consumer trends where they are across EMEA?

Experiential retail is a key way through which we balance innovation with heritage. Consumers today expect more than transaction, seeking immersive experiences that deepen their connection with a brand. With Selfridges, we delivered this on a scale that only Disney can do, by blending cutting-edge technology, theatrical performances, and curated retail moments all whilst staying true to our storytelling roots. From an interactive window featuring Tinker Bell to exclusive product collaborations inspired by classic Disney characters, the campaign honours Disney's legacy whilst introducing fresh and unexpected ways to engage fans and shoppers alike.

We've been blown away by the response and level of engagement we've seen through organic social content, engagement, footfall and sales across the region and beyond. The power of Disney is clear throughout this campaign; the combined strength of our ecosystem creates a truly authentic emotional connection with all consumers and the industry. A Most Magical Christmas is truly an example of us activating locally but influencing globally.

What does the future hold for Disney Consumer Products in EMEA over the next few years?

A Most Magical Christmas has shown what is within the art of the possible. We set out to do something extraordinary, and I am so proud of what our teams have achieved. It sets the bar for how we can connect with consumers across multiple touchpoints, from the largest façade to the smallest pin. Looking ahead to 2026 and beyond, I'm excited about our partnership with Formula 1, and how we can bring together Mickey & Friends with this phenomenally successful sport and create more products and experiences that meet our target audiences where they are.

Beyond that, we have so much more in the pipeline that will show Disney in new and unexpected ways. We have real momentum as a business and are planning even more opportunities to create happiness every day.