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Disney signs first pact with TikTok for official use of its characters
The deal is part of Disney’s push into vertical video, with some creator content set to appear on its Disney+ Verts platform in the US.
Darth Vader, Spider-Man and Moana are set to appear in official TikTok creator content after Walt Disney struck a first-of-its-kind agreement with the short video platform, according to the Guardian Business.
Under a US pilot, Disney will allow a select group of creators to access a curated collection of content from across Disney’s brands, including Pixar, Marvel and Star Wars, to build fan-made vertical videos using those characters and scenes.
The Guardian Business reports that some of the creator videos will be featured on Disney’s attempt to break into vertical video, Disney+ Verts, which is currently available only in the US, and that the move reflects the growing influence of short-form, phone-first viewing and creator fandom.
The story also cites TikTok’s scale, saying the platform has surpassed 200 million US users and includes about six in 10 adults under 30, based on Pew Research Center.