Disney Princess Branding Strategy
Attributes:
Fairytales, fantasy, romance, royalty and transformation.
Cast:
Ariel, Belle, Cinderella, Jasmine, Mulan, Pocahontas, Sleeping Beauty and Snow White.
Reach:
- The fastest growing Disney Consumer Products' (DCP) brand with 300%+ increase in worldwide retail
sales in the past two years 1
- Nearly universal awareness: Over 95% with moms of kids 2
- Cinderella & Ariel unaided top-of-mind favorites with girls 3-5. For girls ages 6-8, Disney Princess
as a brand is becoming the strongest identifier 3
- $2.6 billion in box office revenue worldwide for Disney Princess animated films
- The No. 1 license for girls 3 - 5 years old and the No. 4 top license for girls overall
- Disney Princess was nominated as Property of the Year for the Fifth Annual Toy of the Year Industry
Awards by the Toy Industry Association, Inc. (TIA)
Strategy:
The Walt Disney Company supports the Disney Princess brand year-round through consumer products, merchandise, theatrical releases, home videos, television, theme parks, a website, radio air play and live entertainment. Following are some of the highlights:
- Disney Princess films are five of the top six Disney video 1 releases of all time
- Disney Princess titles are four of the five top direct-to-video premieres of all time 1
(new titles are in development)
- Platinum and Special Edition Home Video releases include Beauty and the Beast (2002),
Sleeping Beauty (2003), Aladdin (2004), Cinderella (2005) and Little Mermaid (2006)
- A new line of consumer products will launch in 2005 supporting the first-ever DVD release of the classic film Cinderella - from
light up shoes to light up toys and home furnishings!
- A new line of Disney Princess branded DVD releases launched in Fall 2004 with three new original titles. Disney Princess Stories
is ranked the #7 preschool title of 2004, and the Disney Princess DVD line is one of the Top Ten Preschool Video franchises of 2004.
- Disney On Ice presents Princess Classics is on a five-year global tour boasting an attendance of 2.5 million guests yearly
- An estimated 24 million guests have seen Beauty and the Beast on Broadway
- Walt Disney Records' "Disney Princess Collection" achieved platinum status and consistently maintains Top 25 status on Billboard's Children's Chart
- From Disney Publishing, Disney Princess Magazines have a 10 million worldwide circulation, with 30 editions available in 75 countries.
- Top selling Disney Princess products include: the #1 licensed Halloween costume assortment for the last three years; the #1 girl's book;
the #1 juvenile paint color in the Disney Color by Behr paint program.
- A new supersite at www.disneyprincess.com
Merchandise:
The Disney Princess product offering extends across all lines of business in multiple categories.
- Buena Vista Games - PC Games, GameBoy Advance titles in successful release; others in development
- Hardlines - Back-to-school supplies, bedding, candy, food, electronics, fine art, collectibles, home d¨Ścor, party goods, personal care, seasonal, giftware and stationery
- Publishing - Activity, coloring, craft and novelty books and storybooks
- Softlines - Apparel, footwear, sleepwear and accessories
- Toys - Arts and crafts, dolls and doll accessories, dress-up and role-play, games and puzzles, novelty, playsets, ride-ons and sporting goods
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