Disney Fairies Brand 50 Million Milk Cartons

Beyond milk cartons, Disney and Random House will promote Disney Fairies books via posters in 50,000 schools

Disney Global Book Group is teaming up with Random House Children's Books for an in-school initiative tied to its Disney Fairies book publishing program.

Starting April 23, kids will find four different Disney Fairies printed on 50 million school milk cartons. Each will feature a popular character—Tinker Bell, Beck, Lily and Vidia.

Milk Media, which handles the milk carton program, will distribute the cartons to 50,000 schools in the U.S. In-school signage featuring the characters will highlight the campaign theme, "What's Your Talent?"

The promotion will support Disney Fairies novels, novelty books and chapter books based on each character from Random House. As part of the promotion, milk cartons will carry pro-health messaging.

The alliance with Disney, in part is to get kids to associate well-known characters with the good-for-you beverage.

The promotion runs through May 1. Milk Media handles the milk carton program.

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