Disney has started marketing and promoting merchandise under the name Pride Collection for the first time, a big branding move for a company that has become a conservative target for its support of LGBTQ+ rights, reports the Los Angeles Times.
Profits from sales of T-shirts, Mickey Mouse ears, plush toys and other souvenirs in the newly branded collection will be donated to a select group of LGBTQ+ advocacy organizations through the end of June, the company said.
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