Disney Reps in Hospitals Marketing to New Moms

Though some new moms might consider the delivery room the most magical place on Earth – is that really an excuse for an appearance by a Disney rep?

In the hopes of increasing visibility for its new Disney Baby line, last month The Walt Disney Company sent representatives to 580 maternity hospitals across the US to visit new moms and present a free Disney Cuddly Bodysuit (which is essentially a onesie, but splashed with Mickey Mouse, Monsters, Inc. or even a very different kind of Pooh than new moms will have to get used to).

The catch? While they’re there, the reps are also asking moms to sign up for e-mail notifications from DisneyBaby.com. You know, there’s always a catch.

According to Disney chief executive Robert A. Iger, the maternity hospitals are a great place for Disney to market, promoting what the company believes is a high-quality product that new moms will appreciate. (The onesies are set to sell on Amazon.com in 85 styles for the price of $9.99 for a two-pack.)

“If ever there was an opportunity for a trusted brand to enter a market and provide a better product and experience, it’s this,” Liger said. ““I’m extremely excited about it.”

Not so excited about it are Disney’s competing brands, many hospital workers and many new moms. According to them, the hospital should be a safe place, free of marketing and hidden agendas. On the flip side, many hospitals have been giving gift bags for years, packed with items donated from large corporations – and many moms appreciate them.

In that light, is what Disney doing really so different?

Let us know what you think!