Products for a little princess

Cast:
Ariel, Belle, Cinderella, Jasmine, Mulan, Pocahontas, Sleeping Beauty, Snow White and Tiana, Rapunzel. (For some reason, however, I hardly ever see Mulan and Pocahontas on the cover of products).

Reach:

• Among the fastest growing brands with more than $4 billion in worldwide retail sales
• $2.6 billion in box office revenue worldwide for Disney Princess animated films
• The No. 1 girls license toy brand in the United States among all girls and the No. 1 toy brand for dolls and role play among girls ages 2-5
• The National Retail Federation ranks Disney Princess among the Top 10 most popular holiday gifts for five years running
• More than 142 million books, 81 million sticker packs and 16 million Disney Princess magazines sold
• Top-ten in books category for The Princess and the Frog Read-Along app and top-five paid book app for Princess Dress-Up: My Sticker Book app

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.

Merchandise:
The Disney Princess product offering extends across all lines of business in multiple categories.

• Home — Bedding, room décor, furniture, fine art, collectibles
• Stationery — Back-to-school supplies, party goods, seasonal
• Food, Health & Beauty — personal care, vitamins, beauty, meals and snacks
• Publishing — Activity, coloring, craft and novelty books, storybooks, magazines
• 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
• Consumer Electronics — MP3 players, digital cameras and personal DVD players

Even the products themselves condition girls on how to behave when they grow up. The focus on perfumes, hair care and body lotion encourages the idea of looking after yourself to make yourself attractive to boys. There's a lot of dolls and clothing in this line and, if a young girl wanted it, a product for everything in your room so that it would be entirely Disney Princess.