Why Disney Is Teaming up with Hypebeast and Will Gao from Netflix’s ‘Heartstopper’
There are more sides to Disney merch than you think. At LBB, at least, our preconceptions were challenged when we read the words ‘Hypebeast’ and ‘Donald Duck’ in the same press release.
Disney has partnered with Hypebeast and actor and musician Will Gao to commemorate Disney Donald Duck’s 90th anniversary alongside the full Mickey & Friends line up – celebrating friendship, individuality and authenticity – but in a decidedly gen-z tone. Looks like a new flavour of Disney adult just dropped.
Through a Hypebeast Dairies feature video, the Emmy-award nominated actor touches on his childhood love for cartoons, the preservation of meaningful relationships, and the importance of championing for more representation in the creative industry. Using his band Wasia Project as inspiration, the ‘Heartstopper’ star invites fans behind the scenes as the music collective prepares for a fundraiser performance, ahead of their current world-wide tour. Incidentally, Will is wearing some Mickey & Friends merch, some of which is conveniently dropping on ASOS soon.
LBB’s Alex Reeves caught up with Dan Scott, VP marketing EMEA, Disney consumer products, to hear about this surprising collaboration.
Above: Will Gao wearing ASOS. Shop a similar look here.
LBB> Broadly speaking, how is Disney leveraging nostalgia to engage a gen-z audience? And how does that aim translate into this collaboration with Hypebeast and Will Gao?
Dan> Through this collaboration, we want to harness the power of nostalgia to capture the attention of gen-z audiences. We believe that nostalgia allows friends to forge connections over shared memories and traits such as authenticity, self-expression, and fun – qualities that are reflected in Disney's Mickey & Friends. This content developed alongside Hypebeast showcases these themes in the context of Will’s everyday life, which is centred on creativity through his band and acting career. It’s worked well to emphasise the significance of friendship and the comfort of being in a community where everyone can celebrate their true self.
LBB> Why Hypebeast?
Dan> Hypebeast is a respected authority on fashion and youth pop culture, with an authentic connection to a gen-z demographic. This collaboration enables our timeless characters to engage with a new audience which is very much of its time; broadening Disney's reach and building resonance across the diverse European region.
Above: Will Gao wearing Amazon ft. Disney Store figurines.
LBB> And why Will Gao?
Dan> The 20-year-old English actor and musician, known for his debut role as Tao Xu in the Netflix series ‘Heartstopper’, has captured the hearts of gen z. Using his band ‘Wasia Project’ as inspiration, Will became the embodiment of Mickey & Friends’ values, championing the preservation of meaningful relationships, self-expression and embracing your authentic self – for instance his childhood love of cartoons.
LBB> Can you talk about the ASOS partnership and its role in all of this?
Dan> Merchandise enables consumers to build a tangible connection with beloved characters such as Mickey & Friends. By authentically weaving product into the campaign’s main video asset, viewers begin to draw the connection between these characters and the tastes of gen z. Shown through the lens of Will’s passions and individual style, it also lends an element of intrigue and authenticity.
This approach moves away from commercial messaging and focuses instead on storytelling. Should fans want to shop similar looks to those featured in the campaign, product is signposted and easily accessible on ASOS, as well as a range of brands from Tommy Hilfiger to Dunelm, and retailers from Amazon and Disney Store.
Above: Will Gao wearing ASOS. Shop a similar look here.
LBB> How did you work with Hypebeast to ensure authenticity that people will actually engage with?
Dan> We have thoroughly enjoyed teaming up with Hypebeast on this content. They truly know their audience and they are passionate about what works best for them and how to produce content that would resonate. Their insights into audience preferences and content strategy were invaluable, guiding our amplification plan and leveraging Will's social presence to extend our reach.
LBB> What was the creative process? Were there any key decisions that helped make sure this project landed just right?
Dan> The process was highly collaborative across all parties, including storyboarding and two unique shoot days. The first shoot took place with Wasia Project at London’s Roundhouse Theatre and the second in the more intimate setting of Will’s own home, which contributed to the relatability and authenticity of the campaign. Key decisions were made collaboratively between Will, Hypebeast and Disney, ensuring that outputs aligned perfectly with the overall vision but could be flexible where needed to achieve the best results.
Above: Will Gao wearing ASOS ft. Disney Store figurine. Shop a similar look here.
LBB> How does this fit into a broader strategy for Disney to engage with teenage audiences?
Dan> This collaboration has initiated an updated step forward for Mickey & Friends, celebrating authenticity and individuality. Through tapping into nostalgia and advocating for self-expression, this campaign reinforces Disney's place as a cultural mainstay that adapts to, and evolves with, teenage audiences. It’s an exciting time, with plenty more to come!
