We Came to Play is more than a campaign; it’s a movement rooted in intention, accountability, and cultural respect.

It represents a clear and public commitment from Disney to actively dismantle the invisible barriers that have historically limited access, representation, and belonging for Black consumers. Not with symbolism, but with action. Not with one-off moments, but with sustained presence.

At its core, We Came to Play is an open, intentional invitation for Black guests to show up fully, unapologetically, authentically, and without compromise to experience all the magic Disney has to offer. From joy and wonder to freedom, imagination, and legacy, this campaign affirms that the magic isn’t selective,  it’s inclusive.