What began in 1994 as a single race at Walt Disney World has grown into a line-up of nine race weekends at Walt Disney World Resort in Florida, Disneyland Resort, California and – new for 2016 – Disneyland Paris.

In 2010 the runDisney brand was created with the inaugural Disneyland Half Marathon and last year saw a record number of participants, with some 250,000 people taking part in the events, making Disney one of the largest race organisers in the US.

With an aggressive growth strategy, record-setting participation and an expanding line of merchandise, runDisney has emerged as a successful business model and a powerful sports brand in its own right.

“Disney parks offer the perfect setting for themed running events,” says Geoffrey Pointon, public relations manager for Disney Destinations, “By designing destination races which are uniquely Disney, runDisney races appeal to a broad range of runners. The unique landscape and backdrops provide stunning visuals to help make a runDisney race fun and memorable for participants and help encourage repeat runners and new runners alike to participate.”

Races meander through the theme parks, and sometimes beyond, with Disney entertainment very much the USP. Runners are entertained and cheered on by Disney characters during the race, and whether they meet Darth Vader or Tinker Bell depends on the theme. The events culminate with a family reunion area full of Disney characters and live entertainment – and often there is a finishers’ party as well.

Lengths vary from 5k family runs and 10ks to the more hardcore half marathons, marathons and even ultra marathons, with the 48.6 mile Dopey Challenge.

Participants earn Disney-themed medals and goodies, such as T-shirts and personalised bibs, and often celebrate the achievement with a Disney holiday.

According to Pointon, the main aim of the events is to encourage active lifestyles and broaden participation in road running. “Disney parks provide unique settings which help to motivate runners to go that extra mile, to see what magic or character is waiting for them around the turn as they run through the Magic Kingdom or any other Disney park at Walt Disney World or Disneyland,” he says. “We’re committed to creating one-of-a-kind experiences through our race weekends which runners can’t get anywhere else and which are uniquely Disney, providing runners and guests with the ultimate destination race experience and an extraordinary Disney vacation option.”

The events are lucrative as well, not just for the parks, but for the charities they work with and the local area. “runDisney events have a significant economic impact on the community,” says Pointon. “In Anaheim it’s estimated the Disneyland Half Marathon Weekend drives more than $20m in additional economic activity locally, by attracting thousands of out-of-area runners to Southern California.”