Principals: Andy Mooney, chairman, Disney Consumer Products; Kathy Franklin, VP of girls franchise management, DCP
Licensees include: Simba, CDI and Playmates for toys; Jerry Leigh, AME, KHQ for apparel; Random House for publishing; Hallmark for party goods, Starlite for electronics
The story: Once upon a time, a handsome media conglomerate decided to group each of the “princesses” from its fairy-tales library into one brand called Disney Princess. Prior to this, the princesses were marketed individually. The evergreen line — which now includes everything from Sleeping Beauty dolls to Little Mermaid pajamas to Princess Aurora tiaras — has grown from $300 million in global retail sales in 2001 to more than $3 billion to date.
Notably, some of the bestselling Disney licensed Halloween costumes are adult princesses. In response, a line of Kirstie Kelly wedding dresses, inspired by six different princesses and priced between $1,100 and $3,500, was unveiled this spring.
POV: “I think the unique thing about Disney Princesses is they tend to have multigenerational devotees — daughter, mother and grandmother,” says Jim Fielding, exec VP, Disney global retail sales and marketing.