Mylan allies with Disney to raise awareness of allergies among families

Mylan has announced a new partnership with entertainment giant Disney to launch new resources providing information on life-threatening allergies.

The unique multimedia content has been co-created by Disney and Mylan and focuses on the importance of having an anaphylaxis action plan in place, with the first and most important step being the avoidance of allergic triggers.

A new website, MyAllergyKingdom, is the centrepiece of the new service. It provides information, guidance, tips and recipes for families affected by severe allergies, all written in an accessible and friendly tone.

Other initiatives include the planned launches of an educational children's storybook and a special cookbook, both of which will feature famous Disney characters.

Heather Bresch, chief executive officer of Mylan, said: "Our expertise, coupled with the magic of Disney storytelling, can help support families managing severe allergies in an effective and engaging way."

Mylan will also be sponsoring a series of food allergy-friendly programmes and culinary demonstrations at the Epcot International Food and Wine Festival at Walt Disney World Resort in Florida.