The company will assist Disney with the launch of its new Experience the Magic special Christmas campaign this year. The PR aspect of the launch will be covered by Lucre - and this should involve marketing Disney's new Christmas range both online and in-store.

Lucre will also concern itself with Disney Store's pan-European PR strategy, helping with the selection of other pr companies and consultancies in France, Spain and Italy, while acting as the company's European hub.

"Christmas draws nearer, we wanted to ensure maximum awareness of our Experience the Magic campaign," Joanne Webb, marketing director for Disney Store Europe, said.

"The themes developed by Lucre closely matched our positioning, and their fresh, innovative approach is a clear fit with Disney's overall focus on high-quality family entertainment and technology," Ms Webb added.

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