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Disney launches World Princess Week with new Alex Prager short on Disney+ and expands programming across streaming, TV and parks
The Apex Times

THE APEX TIMES

Business/The Apex Times/Aug 17, 12:39 PM EDT

Disney launches World Princess Week with new Alex Prager short on Disney+ and expands programming across streaming, TV and parks

The Walt Disney Company is using its World Princess Week celebration to spotlight the Disney Princess franchise with a new Disney+ short film, additional titles on the streamer, and coordinated retail, live-event and promotional tie-ins.

4 min readEditor-approved Apex article

Disney kicked off World Princess Week on Monday with the release of an all-new short film on Disney+, positioning the project as the emotional centerpiece of the week-long campaign. The new film, Once A Princess, Always A Princess: A Disney Short Film, was directed by acclaimed filmmaker Alex Prager and is designed to extend the Disney Princess franchise’s reach beyond classic stories into new experiences for families and fans.

In its announcement, Disney described World Princess Week as a global celebration of the Disney Princess storytelling franchise, inviting audiences to engage through streaming, special events, consumer products, and other experiences. The company said the franchise’s themes of confidence, compassion, courage and creativity continue to resonate across generations, and that the week’s programming is meant to bring those stories to fans at different stages of life.

The short film’s plot, as outlined by Disney, follows two girls living in neighboring apartment buildings who develop an instant friendship after bonding over Disney Princess stories. Disney said the characters’ imaginations transform everyday moments into “magical adventures” inspired by multiple princess worlds. The company also said the narrative later jumps forward, depicting the friends passing those same stories and traditions to their own daughters, framing the campaign around what it calls an enduring connection through shared storytelling.

Disney’s release includes quotes from Joanna Balikian, Senior Vice President, Brand Management at The Walt Disney Company, who argued that the lasting strength of Disney Princesses lies in their ability to evolve with each generation while remaining rooted in stories that encourage courage and possibility. Prager added that the film is fundamentally about relationships and human connection, and that Disney stories can give children a shared language for play, imagining and bonding.

Beyond the story, Disney emphasized that the short film was built using practical production techniques. The company said it features handcrafted “bigature” castles inspired by several Walt Disney Animation Studios films, including Beauty and the Beast (1991), Aladdin (1992) and The Little Mermaid (1989). Disney also cited custom puppets representing some Disney characters, hand-painted matte backdrops, and a custom score performed by a 56-piece live orchestra, describing a production approach centered on physical artistry alongside special effects.

As part of the broader Disney Princess programming slate during the week, Disney+ will add additional content. The company said new episodes of Sofia the First: Royal Magic are arriving during the celebration and that LEGO Disney Princess: Magical Mayhem will debut on August 21. The animated special, according to Disney, gathers multiple princess characters in an adventure where the group tries to help animals during a rainstorm, but the situation escalates as animals run amok inside a castle and something stranger begins to happen.

Disney also said it will air Disney Princess films on its linear channels, including ABC, Disney Jr., Disney Channel and Freeform. The announcement listed Tangled (2010), Beauty and the Beast, Aladdin and Mulan among the titles scheduled for viewing during the week. In parallel, Disney’s consumer and retail footprint is being used to extend the theme beyond screens, with Disney Consumer Products rolling out retail and digital activations around toys, fashion, beauty, home décor and accessories.

One notable consumer product angle highlighted in Disney’s release involves partnerships and upcoming items. The company pointed to transformation dolls from Mattel, and it said JAKKS Pacific will launch “Dance with Me Belle” later this fall, describing it as an interactive doll that allows children to dance alongside Belle in multiple “magical ways.” Disney also referenced lab-grown diamond charms from Pandora, Tangled-inspired bags from Loungefly, and new Disney Store merchandise including Disney Princess costume dresses and Disney Store exclusive bedside décor.

For the campaign’s nonprofit element, Disney said it is teaming with Make-A-Wish to grant signature Disney Princess wishes around the world, alongside storytelling that includes an all-new miniseries. The company stated it has granted thousands of princess-themed wishes with Make-A-Wish, and characterized the initiative as a way for families and children facing critical illnesses to connect with Disney Princess stories long after the wishes are fulfilled.

Disney did not provide any financial targets or revenue estimates tied to World Princess Week in its announcement. It also did not specify how the new short film performed on Disney+ after launch or what audience metrics the company expects to move through the week. Instead, the disclosure emphasized creative, programming and brand-extension elements, indicating that the near-term objective is likely awareness and engagement across Disney’s ecosystem rather than a single disclosed business outcome.

Looking ahead, fans and industry observers will likely watch how the Disney+ short film drives continued viewership and whether the week’s multi-platform rollout, including the August 21 LEGO Disney Princess special and the listed linear film schedule, sustains audience attention through the end of the promotion. Disney also flagged further expansion with an “Disney Princess Experience” immersive adventure that is currently in development, with additional details to be announced later.

Why It Matters

  • Disney is using World Princess Week to reinforce the Disney Princess franchise as a cross-platform brand, tying streaming, broadcast TV, retail and theme-park-adjacent experiences together under one theme.
  • A production that leans on practical effects and a live-orchestra score can also function as a differentiator for family audiences in a crowded streaming market.
  • By coordinating new titles on Disney+ with partner consumer products and a Make-A-Wish program, Disney is aiming to translate brand attachment into multiple forms of engagement rather than a single content release.
  • The rollout underscores Disney’s strategy of using franchise IP to maintain audience habit across channels during specific cultural or seasonal moments.

Sources

Key Facts

  • Disney launched World Princess Week with the Disney+ debut of Once A Princess, Always A Princess: A Disney Short Film, directed by Alex Prager.
  • The short film follows two girls who become friends through Disney Princess stories, later showing them passing those traditions to their own daughters.
  • Disney said the short was produced with practical craftsmanship, including handcrafted “bigature” castles, custom puppets, hand-painted matte backdrops and a custom score performed by a 56-piece live orchestra.
  • During the week Disney+ will also add new Sofia the First: Royal Magic episodes and debut LEGO Disney Princess: Magical Mayhem on August 21.
  • Disney plans linear broadcasts of Disney Princess films on ABC, Disney Jr., Disney Channel and Freeform, with titles including Tangled, Beauty and the Beast, Aladdin and Mulan.
  • Disney Consumer Products is extending the promotion through retail and digital experiences, including partner products such as Mattel transformation dolls and an upcoming interactive Belle doll from JAKKS Pacific.
  • Disney said it is partnering with Make-A-Wish to grant signature Disney Princess wishes as part of the campaign.

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