Disney is expanding its Princess brand into upscale and lifestyle markets, moving beyond traditional children's toys and products. This strategy aims to accelerate the brand's evolution globally and enter new categories such as beauty, fashion, fine jewelry, and home décor to drive financial returns and reach new audiences.
Key Initiatives
Paul Gitter, executive vp of global brand commercialization for Disney Consumer Products, stated that the company is intentionally expanding into lifestyle-driven categories to meet fans in culturally relevant spaces. This includes:
- High-End Collaborations: A partnership with Mattel and couture house Viktor&Rolf resulted in a collector-focused Cinderella doll, which will launch during Paris Fashion Week with limited units. This collaboration is designed to attract fashion enthusiasts and modern collectors.
- Premium Product Lines: New offerings include the Bath & Body Works Disney Princess Collection, the Disney Villains collection, and a Disney and Pandora Princess collection featuring lab-grown diamonds.
- Experiential Entertainment: The company is also expanding into experiences such as the Disney Princess Afternoon Tea in London and hosting runways during Paris Fashion Week at Disneyland Paris.
Strategic Rationale
Disney's objective is to attract new audiences, fuel premium growth, and maintain momentum for its characters beyond film theatrical windows. The expansion into premium categories complements its existing toy business and allows the brand to engage fans of all ages, from young children to collectors and nostalgic adults. Gitter emphasized that the strategy involves identifying licensees that uphold Disney's brand integrity and character storytelling.
Multi-Generational Approach
The company views the Disney Princess brand as multi-generational, structuring its portfolio to serve diverse audiences. This includes everyday essentials for families and kids, alongside premium collaborations and collectibles for adult fans. This structured approach, according to Gitter, creates a "halo effect," where premium partnerships enhance brand excitement and relevance while core toy lines continue to succeed. Disney aims to ensure all products are authentic, inclusive, and true to the enduring values of the Princess brand, fostering meaningful connections across generations.