Sometimes two things that make absolutely zero sense together end up in the same sentence, and you just kind of roll with it. Hallmark is setting up a pop-up shop at Disney Springs to promote an upcoming movie release, because apparently the shopping and dining district at Walt Disney World also needed ornament displays and greeting cards.

According to Yahoo Entertainment, the pop-up will let visitors step into the world of Hallmark's latest film with exclusive merch and whatever else happens when you cross mushy made-for-TV warmth with theme park foot traffic. The movie is called Holiday Ever After: A Disney World Wish Come True, it stars Lacey Chabert and Travis Van Winkle, and it premieres November 28th on Hallmark Channel. It's the kind of crossover that makes you pause for a second and go, yeah okay, that actually tracks.

Hallmark knows its audience. The people who plan Disney World vacations and the people who watch Hallmark movies have always felt like the same general crowd to me. Both love a wholesome experience, both will absolutely spend money on souvenirs that remind them of a feeling, and both are loyal to the brand they showed up for. Putting a Hallmark pop-up at Disney Springs feels like a layup.

I have spent more hours watching Hallmark Christmas movies than I care to admit publicly. Jess Wingo over in our music section once caught me watching one in July and I didn't even flinch. No guilt about it. If a movie about a workaholic architect who goes back to her small hometown and falls for the local baker who happens to be saving the community center makes you feel something, that's a good thing. That's the whole point of entertainment.

Lacey Chabert is Hallmark royalty at this point, so casting her in a movie that literally has "wish come true" in the title is on brand in the best way. Travis Van Winkle is a fun co-lead for her. The pop-up shop itself is the bigger story though. It signals that Hallmark is thinking beyond the screen. They want you to live inside the brand now, not just stream it on a Sunday afternoon with a blanket and a glass of wine. Although let's be real, that's still the ideal viewing setup.

The crossover between Hallmark and Disney makes a certain kind of sense that I can't argue with. Both are selling comfort. Both are selling a version of the world where things work out. If you're walking through Disney Springs and stumble into a Hallmark experience that makes you smile, nobody is going to complain about that.

Just don't blame me when you come home with three ornaments and a Christmas sweater in August.