MCPR was engaged by Disney Consumer Products to support the launch of Primark’s largest-ever Disney Stitch collection. The campaign also spotlighted Disney Stitch Surf Shack pop-ups in Primark cafés across Birmingham, Manchester Trafford, Edinburgh, and Braehead. Key initiatives included distributing product samples to journalists for reviews along with other expert media relations tactics to maximise visibility across national and consumer outlets. Content creators were enlisted to produce bespoke content showcasing the collection and themed café experience. The campaign generated widespread buzz across media and social platforms, positioning the collection as a must-have for Disney and Stitch fans while boosting Primark’s reputation for unique collaborations.