Disney’s Sixth Annual “Magic of Storytelling” Campaign Encourages Family Reading

The Magic of Storytelling PSA features Oprah Winfrey highlighting the life-changing impact books have on children

Disney|ABC Television and Disney Publishing Worldwide announced they will donate up to one million books to First Book, a nonprofit that provides new books to educators and organisations serving children from low-income families, during Disney’s sixth annual Magic of Storytelling campaign through March 31, 2018. The Magic of Storytelling campaign aims to inspire families’ imaginations, cultivate a lifelong love of reading in kids and bring books to underserved communities across the US.

Through a long-standing relationship with First Book, Disney has provided more than 61 million books to children in need and has inspired millions to take action to help bring new books and resources to kids across the US. The books Disney donates are distributed by First Book to educators in schools and programs exclusively serving children from low-income families around the United States.

“Access to books changes lives and elevates education—the most powerful path out of poverty. We are proud to have distributed more than 61 million books through our long-standing relationship with Disney. We can’t wait to share the magic of storytelling with more children this year. Disney’s continued commitment to First Book is an invaluable contribution to today’s children and future generations,” said Kyle Zimmer, President and CEO of First Book.

“These kids benefit greatly from Disney books because while they are clamouring to read about their favourite characters, they are also working hard to master the ability to read. Already being familiar with names, places and backgrounds of these characters gives them a leg up in mastering reading, since the particulars of the stories are familiar to them and it is easier to decipher description and story structure. As the kids build that mastery, they build confidence in themselves and can read more and more complicated books. The pride they are building is invaluable,” said Dana C., an educator in Burbank, California.

The Magic of Storytelling campaign announcement was made on “Good Morning America,” which featured an in-studio book giveaway. The campaign also launched with a public service announcement (PSA) voiced by Oprah Winfrey, star of The Walt Disney Studios’ upcoming film “A Wrinkle in Time,” based on the beloved book by Madeleine L’Engle, coming to theaters on 9 March 2018.

The PSA, which features Winfrey highlighting the life-changing impact books have on children, will be shared with audiences across Disney platforms including ABC affiliate stations, ABC Television Network, Freeform, Disney Channel, Disney XD, Disney Junior, Radio Disney, ABC News Radio, Disney Store, Disney Cruise Line and Disney Resorts’ TVs; the ABC, DisneyNOW and Freeform apps; and Disney Digital Network’s publishing brands, including Oh My Disney and Babble.

From now through 31 March 2018, consumers are encouraged to activate Disney book donations (up to a total of one million donations across the four different promotions described below) and celebrate the Magic of Storytelling in various ways:

  • One for One Book Donation: Disney will donate one book to First Book for every eligible Disney book purchased at a Disney Store location or participating retailer during that store’s participation window. In celebration of Magic of Storytelling, Disney Publishing re-mastered a deluxe retelling of one of its most beloved stories, “The Sorcerer’s Apprentice,” which is available as part of this program. (A full list of eligible Disney books and participating retailers is available at MagicofStorytelling.com) Retail promotion extends through 30 April 2018
  • Share a Shelfie: Disney will also donate one book for every “shelfie”—a selfie photo with a favourite book or in front of a bookshelf—shared on Twitter or Instagram using the hashtag #MagicOfStorytelling.
  • Disney Story Central: Users of Disney Story Central, Disney’s digital reading platform, can download digital books designed for parents and children to read together. Disney will donate one book to First Book for every book read in the app.
  • Magic of Storytelling Sweepstakes: Consumers who are 13 years of age or older can enter the Magic of Storytelling sweepstakes for a chance to win a trip to Aulani, A Disney Resort & Spa in Ko Olina Hawai’i. For each sweepstakes entry, Disney will donate one book to First Book, up to a maximum of one million books across all 2017-2018 Disney Magic of Storytelling book donation promotions. To enter the sweepstakes and for Official Rules and information, visit MagicofStorytelling.com.