Disney Kicks Off World Princess Week with Handcrafted Film

The Walt Disney Company kicked off its first World Princess Week under new CEO Josh D'Amaro, who has extensive experience running Disney Experiences. The emotional centerpiece of this year's event is a handcrafted film called 'Once a Princess. Always a Princess,' which tells the story of childhood friendships that endure over time.

The short film was developed with creative agency Fallon and Publicis Production, and it follows two girls who turn their ordinary surroundings into a fantasy world through play. The production team used handmade sets, practical effects, and a 56-piece live orchestra to create the film's enchanting environments.

Disney CEO Josh D'Amaro said in a statement that he grew up with the Disney Princesses and their 'colourful, weightless worlds' that inspire courage, compassion, and possibility. The franchise's enduring strength lies in its ability to evolve with each new generation while remaining rooted in timeless stories.

The short film is available on Disney+ and YouTube, anchoring a week-long rollout across streaming, linear TV, retail, and live events. This includes the 'Disney Princess: The Ultimate Concert Celebration' live event at Disney California Adventure, which featured performances by Brandy, Paige O'Hara, Jodi Benson, Halle Bailey, Auli'i Cravalho, Anika Noni Rose, and Lea Salonga.

Disney has granted thousands of Princess-themed wishes through its partnership with Make-A-Wish, one of the most requested categories among children facing critical illness. The company's 'Create Your World' campaign aims to keep Princesses active across content, products, and experiences, and it has been running since 2024.