Disney Jr. Turns Screen Time Into Active Learning

Why Early Engagement Matters

Capturing young audiences before they form lasting brand habits is critical. For Kindergarteners, experiences that blend fun with learning can shape preferences for years to come. Disney Jr., in partnership with OMG23 and GoNoodle, set out to launch Kindergarten: The Musical (KTM), an animated musical series designed to introduce Disney Jr. to a new audience, engage teachers and families as partners, and build excitement and early brand loyalty among the next generation of fans.

The goal is to transform screen time into active learning while establishing Disney Jr. as a trusted, fun, and educational brand for children and their families.

Bright Horizons Ahead

Success in this competitive space means creating content that is interactive, easy to integrate into routines, and fun. The campaign was built on three key principles:

• Combine entertainment with educational value for purposeful engagement
  
  
• Provide tools for teachers and families to extend learning beyond the screen
  
  
• Ensure brand presence is authentic, subtle, and supportive rather than disruptive
  
  

Strategy:

• Build early awareness of Disney Jr.’s new animated musical among kindergarteners.
  
  
• Engage teachers and families as partners to extend reach and learning
  
  
• Build early brand loyalty through active, playful experiences
  
  

Process:

• Concept ideation with Disney Jr. and OMG23 to align creative vision
  
  
• Collaboration with GoNoodle to develop movement-based, interactive videos
  
  
• Creation of supporting content: Dance-Along Videos, Printable Activities, and branded education bumpers
  
  
• Multi-channel deployment across classrooms, homes, and digital platforms
  
  
• Measurement and optimization of engagement metrics
• Brand guidelines applied consistently while maintaining fun, child-focused content

Delivery:

• Collaborated with the Disney Jr. team to create fun, child-focused content.
  
  
• Applied Disney Jr. brand guidelines consistently to stay true to brand look, feel, and voice.
• Delivered over 42M engagements with the Disney Jr. and Kindergarten: The Musical brands during the six-week campaign.

Kindergarten: The Musical in Action

The centerpiece of the campaign was Kindergarten: The Musical, an animated musical series that transforms passive screen time into active learning. Key components included:

• Dance-Along Videos: Engage kids in physical activity as they follow along, across GoNoodles and OTT platforms.
• Printable Activities: Music and instrument exercises extended learning at home and in the classroom
• Integrated Branding: Original music and branded bumpers reinforced the KTM identity seamlessly
• Sponsorship: Premium sponsorships allowed for extended engagement and deeper brand integration
  
  

Grooving to Results

The campaign delivered measurable success and exceeded expectations:

• 1.63 million video views among students, teachers, and families during the three-week video campaign
• 1.1 million student movement minutes, converting screen time into active learning
  
  
• 10x increase in Disney Jr. logo impressions for KTM compared to campaign goals
  
  

"My students loved dancing along to the videos, and the printable activities made it easy to bring that excitement into the classroom." — Kindergarten teacher

By reaching both children and adults, the campaign sparked joy, drove engagement, and built early affinity for Disney Jr.

Learning in Motion

GoNoodle combines movement, storytelling, and digital engagement to create campaigns that resonate. Every initiative delivers measurable results while keeping experiences playful and interactive. By blending music, dance, and educational tools, campaigns become more than content; they become memorable learning experiences.

Hit the Right Note

Disney Jr. and GoNoodle prove that screen time can be active, educational, and fun. By turning passive viewing into movement and learning, every campaign lays the foundation for lasting brand loyalty and meaningful engagement. Let’s guide young audiences from curiosity to connection making every moment of play a step toward lifelong learning.

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