Disney Taps TikTok for Fandom-Focused Content Push

Walt Disney has partnered with TikTok to allow creators to develop new content using Disney characters from movies, TV shows, and other platforms. This move is part of the company's 'fandom' marketing strategy, which aims to engage fans and encourage co-creation.

The deal comes after Disney previously collaborated with Open AI on its Sora platform, which allowed creators to use Disney characters in video-focused content. However, Open AI later shut down Sora and shifted its resources to other areas.

Disney has long struggled with fans misusing the company's intellectual property (IP) to create unauthorized or mature content. The new partnership with TikTok aims to provide 'guardrails and restrictions' for creators to use Disney IP in a responsible manner.