Disney Princess


Disney Princess (Adult)

Individual princesses have been part of the Disney scene since Snow White first graced the screen in 1937. However, only recently has Disney brought these beloved characters together in a collection of fantasy-based girls’ entertainment and products – the Disney Princess brand.

Little girls never forget their first encounter with a Disney Princess. Even long after they’re all grown up, memories and emotion stays within them. In fairy tale world where girls dream to a princess to feel special more powerful than a magic wand. She dreams of a place where clothes are spun of silk and gold, where balls are held in her honor and where princes fall in love at first sight.

It is a world Disney has created – full of fantasy and romance – where a girl can feel as special as a Princess.

Disney Princess Eyewear collection are femine fairytale inspired frames, which touches on the child-like fantasy of all girls. Bringing out the feminity, romance and sweetness of wearer.

Target Market

Teens and Adults

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 décor, 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