Kingdom Hearts Franchise
Re-Building a Global Franchise Through a Unified Western Launch Model
2013-2015
Across KH1.5 and KH2.5, I turned two collection releases into one Western franchise re-engagement program—aligning Square Enix and Disney across shared content, premium products, and fan experiences while building a repeatable go-to-market model ahead of KH3.
Unified
NA & EMEA GTM
2 Collections
1 Franchise Runway
Led Disney
Partnership
40%
Exceeded Revenue Targets
Context
By 2013, Kingdom Hearts had a decade of story spread across multiple titles and platforms, creating a high entry barrier for new and lapsed fans.
North America and EMEA Square Enix offices planned independently, without a shared Western launch playbook or consistent Disney partnership model.
KH1.5 and KH2.5 created the opportunity to solve both problems before the next mainline chapter.
Strategic Pillars
Gap
Treat KH1.5 and KH2.5 as one connected franchise runway — not two independent regional collection launches.
Vision
Build one Western message, integrate Disney throughout the campaign, and create reusable content, event, product, and approval processes that could continue into the next mainline chapter.
PILLAR A: One Western Franchise Story
PILLAR B: Fan Value Beyond the Transaction
PILLAR C: Disney Embedded Authentically
Pillars to Campaign Highlights
PILLAR A | ONE WESTERN FRANCHISE STORY
KH2.5 NA + EMEA community 5-language launch trailer filmed inside Disneyland Paris and Walt Disney Studio Lot
KH1.5 launch event in Anaheim, California
KH2.5 launch event in London, U.K.
Integrated product, community, merchandise, and experiential marketing; thousands attended.
PILLAR B | FAN VALUE BEYOND THE TRANSACTION
PILLAR C | DISNEY EMBEDDED AUTHENTICALLY
First-ever EMEA franchise Collector’s Edition - created a fan proposition and sold out in minutes
Role & Results
Leadership Scope
Led marketing across US and EMEA
Established product, event and community workstreams
Collaborated with Disney central and local teams
Business Impact
Exceeded revenue targets by 40%
US: Thousands attended the KH1.5 launch event in Anaheim, California
EMEA: KH2.5 London, U.K. community event and Collector’s Edition sold out in minutes
Organizational Legacy
Reusable assets & reduced duplication
Created workflow and Disney relationship helped inform KH3 marketing planning