Mylan visits Disney Parks for a little EpiPen marketing magic

Courtesy of Disney World

Stung while checking out A Bug's Land? Accidentally eat some peanuts while riding Dumbo the Flying Elephant? Those with severe allergies needn't worry: At Walt Disney Parks and Resorts, Mylan ($MYL) is putting EpiPen on the map. Literally.

Beginning in late 2014, EpiPen locations will roll out at Disney parks and cruise ships. And to help guests identify these locations in the case of anaphylaxis, Disney will update its guide maps to include an EpiPen Auto-Injector symbol and post new signage at first aid stations, Mylan announced last week.

"Like life, severe allergic reactions are unpredictable, so people need to be prepared," Mylan CEO Heather Bresch said in a statement. "We are very proud to be working with Disney, which already has a strong reputation for meeting the needs of people managing severe allergies, and believe we can further raise awareness of anaphylaxis through this collaboration and our joint commitment to education."

Mylan CEO Heather Bresch

Mylan has been working hard to step up marketing and awareness campaigns for EpiPen ever since a little competition came around last year in the form of Sanofi's ($SNY) Auvi-Q. With its launch, the French drugmaker's rival product--which is shaped like a rectangle rather than a pen and issues automated voice instructions to help users with injections--became the first epinephrine injection to challenge EpiPen in some 25 years on the market.

And the Pennsylvania company isn't stopping here. Over time, Mylan and Disney will also introduce a variety of educational resources designed to increase awareness and preparedness around severe allergic reactions, the companies said.

- read the release

Special Report: 10 big brands keep pumping out big bucks, with a little help from price hikes - EpiPen -- Mylan

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