Off the back of Mickey Mouse’s 90th Birthday., TK Maxx partnered with Disney and Comic Relief for Red Nose Day 2019 to raise funds bv releasing a limited-edition t-shirt range featuring classic Disney characters. The fair-trade organic cotton t-shirts featured Mickey, Minnie, Goofy and more of the gang, all wearing red noses.

With prices starting at £6.99 for a kids' t-shirt and £9.99 for an adult tee, at least £4.50 from every adult sale and £2.50 from every kids' sale went directly to Comic Relief, supporting vulnerable children and young people in the UK and beyond. There were also red nose day themed kitchenware and stationery in the range.

A host of celebrities fronted the campaign - including Keira Knightley, Amanda Seyfried, Eddie Redmayne, Carey Mulligan, Chiwetel Ejiofor, Lewis Hamilton and Kate Moss.

This was a huge cross-company collaboration across franchise management, the Disney consumer products team, Disney PR, the corporate social responsibility team, and the theatrical team - who particularly helped with sourcing talent.

My role was to lead Disney’s integration in all marketing materials, including the creation of a bespoke TVC which featured the celebrities interacting with red balls in fun ways before they attached themselves to the characters on their t-shirts. TK Maxx and Disney invested heavily in promoting the campaign and so there were 100s of assets to develop and approve, across in-store POS, window displays, social, print advertising, radio and PR.

The partnership generated millions of pounds for the great work that Comic Relief do - combatting homelessness, hunger, poverty alleviation, education and healthcare.