How did princesses become so popular in recent times? They started out as a $300 million industry and ballooned to a $4 billion dollar industry in just a few short years. It was all due to the marketing genius of Andy Mooney, who is credited with “birthing” it. After being inspired by attending a Disney on Ice presentation with little girls dressed in non-Disney princess outfits, he saw a niche that Disney hadn’t secured, took a chance creating princess merchandise, and it worked! Due to his intelligence, the princess market is one of the largest and most successful in the world with products ranging from clothes and costumes to clothing and toys. These products are not only purchased or used at Disney on Ice, but are also purchased for everyday use.
Mooney has not only marketed products with a princess like Cinderella, but has grouped them into a powerful set of the 5 most popular princesses that include: Snow White, Cinderella, Belle, Sleeping Beauty or Aurora and Ariel. His campaign was very successful and now the branded princess has reached over 250,000 products and growing. The princess phenomenon is also on the rise. Sales of princess products have skyrocketed into a multi-million dollar industry and continue to rise as little girls want to use their products for everything from birthday parties to princess play every day.
Disneyland has spent millions marketing the princesses in its theme parks and it has paid off. Tickets at Disneyland have skyrocketed since the inception of princesses as girls flock to the theme park to have their breakfast photo taken with Cinderella or Snow White. Even in tough economic times, theme parks like Disneyland maintain a steady stream of customers willing to spend money. Whether it’s January, May or December, Disneyland is packed with people and appeals to all ages. Not only will they ride on the theme park rides, but they will experience the magic that can only be found at Disneyland.
It seems that these days every little girl wishes she were Princess Cinderella or the lovely Snow White. Belle is known for her intelligence and beauty. Sleeping Beauty, also called Aurora, is a hit with her blonde hair and flowy pink dress of hers. Ariel from The Little Mermaid is known for her beautiful singing voice and her ability to think critically in an intense situation. Almost every girl has seen every one of the Disney Princess movies, some of them multiple times because they wish they had a fairy godmother, a handsome prince, and loyal friends.
Great marketing and support from Disney have contributed to the princess empire we know today. Someone had an idea, took a risk, got support, and it paid off immensely. Is there anything that could be more successful and timeless? As Mooney continues to expand her Princess line into the range of millions of products, little girls will continue to do the same and enjoy the longevity of the princess line. Mickey Mouse look out, here comes Mooney and the Disney Princesses!