5 /5 Bessie Lee: Selfridges’ window displays have always been a visual treat, and their Christmas displays are especially impressive. This year, they’ve partnered with Disney—more precisely, Disney is sponsoring all the holiday window displays, as well as some interior décor, including the iconic Christmas Shop.
As my daughter and I walked past Selfridges, we couldn’t help but stop and take photos of every window. She asked, “What’s the connection between Disney and Selfridges that makes this partnership make sense?” A good question.
For starters, Selfridges would be investing in elaborate Christmas displays regardless. And Disney, with its beloved characters and family-friendly films, is already a major part of the holiday entertainment landscape. But there’s more: earned media.
Without this partnership, most people wouldn’t visit a Disney store or theme park just to take photos and share them online. But now, thanks to Selfridges’ prime location and footfall, Disney is receiving a flood of organic social media exposure—mine included.
From a marketing perspective, this is a brilliant collaboration. Selfridges benefits from eye-catching displays and likely savings on decoration costs. Disney gains massive brand visibility and indirect promotion for its content and platforms like Disney+.
A smart, win-win partnership that makes the season a little more magical for everyone.
