Disney Takes Holiday Shopping to TikTok Shop With First Super Brand Day

Disney will run its first TikTok Shop Super Brand Day from Nov. 4–10, making the platform a central piece of its holiday strategy with products from more than 20 brands including Old Navy, Crocs, Touchland and ColourPop.

The event forms part of Disney's broader "Make the Holidays Magic" campaign and will be amplified through paid media and creator storytelling. TikTok Shop items exclusive to the platform will be available for a limited time.

The bet lands on an accelerating market. TikTok Shop's U.S. sales are forecast to rise 48% in 2026 to $23.4 billion, according to Emarketer.

"How fans discover and shop for the brands they love continues to evolve, and our opportunity is to evolve with them," Liz Shortreed, senior vice president of Americas for Disney Consumer Products, said in a statement. "Super Brand Day featuring Disney brings together the breadth of our consumer products business, from licensing partners to Disney Store, in a way that makes discovery more seamless and relevant to today's consumer."

What does the event include?

TikTok Shop launched the Super Brand Day format in 2024 to give brands a limited-time shopping experience that engages the platform's users. E.l.f. Cosmetics, QVC and Maybelline have already run their own Super Brand Days.

Disney's edition will feature holiday gifts inspired by Disney, Pixar, Marvel and Star Wars across home, toys, beauty, fashion and accessories. Beyond Old Navy, Crocs, Touchland and ColourPop, participating brands include:

• Corkcicle
• Kyte Baby
• FHI Heat
• Girls Crew
• PopSockets

Each of these partners sells its own Disney-licensed collections.

Two exclusive items will appear only on the Disney Store TikTok Shop before reaching the Disney Store website: a Darth on a Hearth collectible and a holiday mini backpack from Loungefly. Major brands including E.l.f. Cosmetics and Coca-Cola have previously used exclusives to amplify their TikTok Shop storefronts.

Why TikTok Shop, and why now?

Consumer trust in the channel is growing. According to U.S. New GlobalData research shared in press details, 67% of U.S. consumers say they trust a large brand the same or more when they encounter it on TikTok Shop than on another platform. Among users aged 18–24, that figure rises to 82%.

Disney has spent months deepening its footprint on the app. In August, the company struck a content-sharing deal with TikTok that unites Disney's intellectual property with social media creators, a move that could help grow fandoms and build excitement around new releases.

The platform itself is scaling its commerce features. Sephora and Best Buy both debuted on TikTok Shop this fall. In October, TikTok announced an agentic artificial intelligence shopping experience that lets customers discover and purchase items directly from a brand without leaving the app.

What does this change for marketers?

For consumer-products teams, the event shows how a licensor of Disney's scale can use a limited-time social commerce moment to coordinate its own store, licensed partners and exclusive drops in one place. It also signals that exclusive-item debuts on TikTok Shop, already proven by E.l.f. and Coca-Cola, are becoming standard practice for driving storefront traffic.

With TikTok Shop U.S. sales projected to reach $23.4 billion in 2026, brands that have not built a presence on the channel now have a concrete benchmark for what they may be leaving on the table.