Disney Springs Gets Its Own Hallmark Pop-Up Shop This Holiday Season

A new Hallmark Pop-Up Shop is coming to Disney Springs this holiday season as part of the launch of the Hallmark Channel's latest film, Holiday Ever After: A Disney World Wish Come True. The movie premieres on November 28th and marks a cross-brand strategy between Hallmark Media and Walt Disney World.

Hallmark President Darren Abbott revealed during an executive session with the Television Critics Association that the pop-up store will be a key part of the film's launch, creating a '360-degree experience around the content.' The movie features some original products that will hit shelves closer to the premiere.

This partnership is part of Hallmark's initiative known as One Hallmark, which brings together various commercial levers across the enterprise. Abbott emphasized his desire for fans to be surprised by new and innovative collaborations between Hallmark and other brands, citing the recent partnerships with the NFL and Disney as examples.