Disney+

Bringing the Muppets back into the spotlight

The Muppets are timeless. Kermit, Miss Piggy, Gonzo, Fozzie. Characters that have connected with audiences for generations. But familiarity can lead to distance. The franchise needed a moment that would reconnect existing fans and invite a new audience in. Halloween provided that opportunity. The Haunted Mansion is one of Disney’s most iconic experiences. The Muppets bring humor, warmth, and a distinct point of view. Bringing them together created a platform that could feel both nostalgic and new. The strategy centered on balance. Spooky enough to feel like an event. Funny enough to stay true to the Muppets. Warm enough to bring families together.

As Head of Marketing, I led the campaign strategy for Muppets Haunted Mansion. We built momentum through a high-profile premiere and coordinated media partnerships with outlets including Variety, Entertainment Weekly, and USA Today. Social activations extended the experience, highlighting new music, celebrity cameos, and the tone that makes the Muppets resonate across generations.

The response was strong. Over 10 million views in the first week. A 25% increase in Muppets merchandise sales.

More importantly, it reintroduced the franchise in a way that felt current.Not just a seasonal special, but the beginning of a new tradition.