Kids’ brands are riding Snapchat’s rising marketing star. The platform has attracted a mass following of teen and tween users, who are “looking for an authentic experience amidst an overly filtered social stratosphere,” and for kids’ brands, it has become an “ideal place” to connect with young fans. Disney launched its account in May 2015, and has already expanded to four other accounts—including Disney Style and Pixar—that generate 15 million opens monthly. According to brand, the Snapchat community is an active one: “On Snapchat, you actually have to decide to open a story. It’s more of an engaged level of consumption.” (kidscreen)
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