we do at Disney. We strive to partner with parents
and to champion the well-being and happiness
of kids in our endeavors.
Kids and families are at the heart of Disney. They are our most important audience and our inspiration for new Disney entertainment and experiences. We continuously endeavor to delight and surprise our consumers and guests, and to do so in a contemporary and relevant way.
Parents and caregivers are key partners in helping guide and shape our approach to entertainment for kids. Parents know their kids best. We strive for balance when developing age-appropriate entertainment experiences. We want kids to love our entertainment, and parents to trust that we are delivering quality content.
There are four primary principles embedded in our approach to family entertainment:
- Encouraging positive development
- Making content for kids of all ages
- Partnering with parents
- Creating safe environments
To learn more about these principles in detail, visit the 2008 Report. In the 2010 report, we'll highlight our work to live up to these principles and to inspire kids and families to take action in their communities. The initiatives included in this section are not meant to be exhaustive, but merely emblematic of our approach.
Encouraging Positive DevelopmentOur intention in encouraging positive development is to meet kids where they are developmentally, with age-appropriate experiences that are relevant, fun and interesting to them. We hope to bring out the best in kids by providing funny, moving, thrilling, exciting, surprising, delightful and educational entertainment experiences they can share with family and friends.
Our focus on positive development comes to life on Disney Channel and Disney XD, where our programming encourages kids to express themselves, to follow their dreams, to believe in themselves and to celebrate their friends and families. These themes are relevant to kids all over the world.
We also seek to weave the importance of diversity and inclusiveness throughout our entertainment experiences. Our television shows and movies incorporate many ethnicities, religions, geographic locales and physical and developmental differences. Our intention is to reflect and highlight the world in which today's children are growing up.
Signature Disney programs and content inspire kids and families to take action to help the planet, strengthen their communities, and enhance their family's health and wellness. To learn more about these programs, including Disney Friends for Change and Disney Magic of Healthy Living, visit the Inspiring Kids and Communities section of the report.