The Walt Disney Company has rolled out a sweeping ‘Disney Blockbuster Summer’ campaign that ties together theatrical releases, Disney+, theme parks, cruise experiences, retail partnerships and consumer products around some of its biggest franchises this season.

Announced on May 18, the initiative is built around the summer releases of ‘Star Wars: The Mandalorian and Grogu’, ‘Toy Story 5’ and the live-action ‘Moana’, with Disney positioning the campaign as a unified entertainment and fan-engagement push spanning storytelling, travel, merchandise and streaming experiences.

According to a Disney statement, the campaign will be supported by a new brand spot titled ‘Summer Starts Here’, which showcases the company’s film slate alongside its parks, cruise offerings and Disney+ programming.

“Disney is the definitive destination for summer entertainment,” the company said, adding that the campaign is designed to create experiences that continue “long after summer ends.” Asad Ayaz, Chief Marketing and Brand Officer at The Walt Disney Company, said the initiative “brings together the best of Disney storytelling and experiences, uniting our biggest films, destinations, streaming, and products into one unforgettable season.”

The first major release in the line-up is ‘Star Wars: The Mandalorian and Grogu’, which arrives in theatres on May 22 and extends the Disney+ series ‘The Mandalorian’ to the big screen. Disney said the film will send the titular bounty hunter and Grogu on a new “action-packed adventure”, while the broader ‘Star Wars’ experience will continue across Disney Parks and Disney Cruise Line.

The company highlighted a new mission aboard Millennium Falcon: Smugglers Run at Star Wars: Galaxy’s Edge, along with themed kids clubs, character encounters and immersive lounges on Disney Cruise Line. Disney also plans to support the franchise through streaming collections on Disney+ and new consumer products including LEGO sets and apparel collaborations.

Disney and Pixar’s ‘Toy Story 5’ will follow on June 19, marking more than three decades of the ‘Toy Story’ franchise. The company said Bonnie’s toys would return to theatres while fans can revisit earlier films through movie marathons on Disney+. The franchise will also feature prominently across Disney Parks and Disney Cruise Line through character experiences, themed dining and play areas.

On the merchandising front, Disney said the film would inspire new wearables, toys and Mattel’s ‘Playscale Interactable Action Figures’, designed to extend the storytelling experience into homes.

Rounding out the slate is Disney’s live-action ‘Moana’, scheduled to release on July 10. The company noted that characters including Moana, Maui, Pua and Heihei have remained popular since the original 2016 animated film, with the franchise now extending into Disney Experiences globally.

Disney cited attractions such as Journey of Water at EPCOT and ‘Disney The Tale of Moana’, a Broadway-style production aboard the Disney Treasure cruise ship, as part of the expanded ecosystem around the property. Fans will also be able to revisit the original animated ‘Moana’ on Disney+, while new collectibles, fashion dolls and publishing titles including ‘Moana: The Official Cookbook’ will launch through the summer.

Beyond films, Disney said its parks and resorts business would introduce seasonal programmes including ‘Cool KIDS’ SUMMER’ at Walt Disney World Resort in Florida and ‘Kids Rule Summer’ at Disneyland Resort in California. The experiences will feature dance parties, character appearances, refreshed attractions and new ‘Star Wars’ experiences. Disney Consumer Products is also partnering with brands such as Crocs, Mattel, LEGO, Topps NOW and Walmart for franchise-led collaborations and retail activations tied to the summer campaign.

The company also used the announcement to reinforce Disney+ as the central streaming destination for its franchises this season, spotlighting collections around ‘Toy Story’, ‘Star Wars’ and nostalgic “Throwbacks”.