Disney+

Bringing the Muppets back from the dead. Sort of.

The Muppets are timeless. Kermit, Miss Piggy, Gonzo, Fozzie. These characters have been making people laugh for generations. But timeless can also mean taken for granted. The franchise needed a moment. Something that reminded people why they fell in love with these characters in the first place while giving new audiences a reason to care.

Halloween was the opportunity. The Haunted Mansion is one of Disney’s most iconic attractions. The Muppets are masters of irreverent, heartfelt comedy. Put them together and you’ve got something special. The insight was about balance. Spooky enough to feel like an event, funny enough to feel like the Muppets, and warm enough to bring families together.

As Head of Marketing, I developed the strategy for Muppets Haunted Mansion. We leaned into the festive fun with a star-studded premiere that generated real buzz. We worked with Variety, Entertainment Weekly, and USA Today to get the word out. Social media activations kept fans engaged and talking. And we made sure the campaign highlighted what made this special feel fresh: new music, celebrity cameos, and the kind of humor that works for kids and adults alike.

Over 10 million views in the first week. A 25% jump in Muppets merchandise sales. And a whole lot of families discovering, or rediscovering, what makes these characters so lovable. Muppets Haunted Mansion didn’t just celebrate Halloween. It became a new tradition.