Disney labels rainbow merchandise 'Pride Collection' for the first time: 'This is how it's done!'

For years, Walt Disney Co. has courted LGBTQ+ visitors to its theme parks, selling rainbow-colored souvenirs and hosting groups that organize annual "Gay Days" celebrations.

But Disney this week 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.

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