Disney's Christmas wish? A little more magic for everyone

Disney has unveiled a global Christmas campaign titled "Make the holidays magic", bringing together an original festive short film, theme park experiences, entertainment, merchandise and charitable initiatives to connect with families worldwide.

Launched on 9 November, the campaign spans Disney's parks and experiences, streaming platforms, television networks and consumer products, positioning the brand as part of families' holiday traditions both at home and beyond.

At the heart of the campaign is "A Disney holiday short: The invisible horse", an original film directed by Dougal Wilson. The story follows Jack, a young boy who believes he has outgrown the magic of Christmas, until an encounter with a mysterious invisible creature takes him on an adventure that reignites his imagination and brings him closer to his family. The film explores themes of childhood wonder, family connections and rediscovering the magic of the festive season.

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Beyond the film, the campaign brings together Disney's various businesses through a series of festive activations and experiences designed to engage audiences across multiple touchpoints.

At Disney's theme parks, seasonal celebrations will include "Mickey's very Merry Christmas party" at Walt Disney World Resort, the return of "A Christmas fantasy parade" at Disneyland Resort and "Disney enchanted Christmas" at Disneyland Paris.

Meanwhile, Shanghai Disney Resort will bring back its "Disney winter Frostival", while Tokyo Disney Resort will introduce festive entertainment including "Toys wondrous Christmas!". Select Disney Cruise Line sailings will also feature holiday-themed experiences and entertainment. The campaign will also extend across Disney+, Hulu, ABC and Freeform, featuring classic Christmas films, new festive releases and seasonal specials.

Disney is further extending the campaign into retail through holiday gifting collections featuring toys, apparel, accessories, books and collectibles inspired by its franchises and characters. Disney Store and Disney Publishing will work alongside licensees and retailers, including Mattel and Jazwares, to introduce festive merchandise and experiences.

The campaign also incorporates a charitable component, with Disney partnering Make-A-Wish, Blue Star Families, Toys for Tots and other nonprofit organisations to deliver gifts, grant wishes and create festive experiences for children and families in need. These initiatives will be supported through events, performances, talent appearances, toy drives and Disney Store shopping experiences throughout the holiday season.

Asad Ayaz, chief marketing and brand officer of The Walt Disney Company, said the campaign builds on Disney's longstanding association with family traditions and festive memories.

"Disney has long been part of the traditions, memories, and moments that make the holiday season so special for families around the world," said Ayaz.

"This season, we're bringing the best of Disney together to give families more ways to make the holidays magic: a trip they'll talk about for years, a new favorite to watch together, the perfect gift under the tree and, for the children and families who need it most, a wish come true."

Disney is not the only brand turning to storytelling and animation to connect with audiences this festive season. PRADA has embraced traditional hand-drawn animation for its 2026 holiday campaign, "Drawing Prada: Animated by hand". Blending live action with illustrated winter scenes, the campaign stars brand ambassadors as they move between real-life settings and animated worlds.

Meanwhile, Levi’s has turned to stop-motion animation for its global holiday campaign, "Let’s get fuzzy". The campaign follows Fuzzyeti, affectionately known as Gus, a larger-than-life character who transforms from a feared outsider into a welcomed guest, exploring themes of warmth and belonging while spotlighting the brand's sweaters and layered looks.

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