Disney’s Club Penguin is opening the velvet rope Thursday to “Make Your Mark: Ultimate Jam,” a online event that cross-pollinates properties from multiple entertainment platforms. It serves the dual purpose of providing a new experience to Club Penguin players while attracting interest from other fans via multiple Disney touchpoints.

Club Penguin members can expect dancing to “cold beats” for a “totally cool” experience, along with other penguin-ish wordplay from July 19 to July 31.

The premise of the Club Penguin is that the virtual world for kids is hosting a music and dance party. Leveraging corporate relationships, the activities are hosted by penguin versions of  CeCe and Rocky (pictured, left to right) from Disney Channel’s popular series, Shake It Up.

Additionally, fans will be able to purchase the new Club Penguin and Walt Disney Records signature song, “The Party Starts Now,” in English, French, German and Spanish. The original song was co-written by Michelle Lewis (China McClain, Lisa Loeb’s Camp Lisa, Raven Symone) and guitarist/ songwriter/producer/composer Dan Petty, two of the artists responsible for music from the animated series Doc McStuffins on Disney Junior. The video will be promoted on Disney Channel, and Disney’s YouTube Channel, and will also be available for purchase through retailers such as iTunes, Google Play and Amazon.

The dance event is similar to June’s “Club Penguin Marvel Takeover,” which integrated Disney’s Marvel Comics into Club Penguin via character costumes and activies. This latest initiative marks the first time players can use their penguin avatars to interact with Disney Channel personalities.

Related links:

Club Penguin –

Club Penguin – press release

Deadline – Does Disney’s Club Penguin Initiative Promote Innocent Fun, Or Consumerism?

Mashable – Disney Shakes Up Club Penguin With Celeb Dance Party