In 2000, Disney Consumer Products brought all of Disney's beloved heroines -- Ariel, Belle, Cinderella, Jasmine, Mulan, Pocahontas, Sleeping Beauty and Snow White -- together in a comprehensive collection of fantasy-based girls' entertainment and products called the Disney Princess brand.
"In just three years, the Disney Princess brand has gone from $300 million in global retail sales to $1.3 billion in 2003, making it Disney Consumer Products' fastest growing brand from a revenue perspective," said Andy Mooney, chairman of Disney Consumer Products. "With the support of The Walt Disney Company, the Disney Princess brand will continue to cast its spell on consumers, and we expect it will reach an estimated $2 billion in retail sales in 2004."
Disney's research shows that girls don't want to be just any Princess, they want to be a Disney Princess. A Princess whose personality, dreams, favorites and friends she knows from the stories she loves. And moms embrace the brand because in a time when little girls are maturing at a much faster pace, Disney Princess merchandise lets little girls be little girls longer. The stories behind the Disney Princesses empower girls with virtues of integrity, honor, discovery, friendship and love.
"Starting with Snow White in 1937, the rich storytelling of each of Disney's fairytales has captured the hearts and minds of young girls," said Mooney. "The Disney Princess brand is a natural extension of these timeless stories and characters and enables a girl to become a part of the world of her favorite princess."
Created for girls ages 2 to 8 years of age, Disney will wave its own magic wand over the brand releasing new Disney Princess personal care products, Disney Princess Electronics, theatrical releases, home videos, apparel programs, theme park entertainment, toys, games and a variety of other great products that inspire the imagination.
Following is company-wide information showing the success and the new initiatives behind Disney Princess:
2004 Schedule
January
* Party City nearly triples the Disney Princess section, expanding to 16'. Payless expands Disney Princess accessories to all stores.
* Disney Princess pink -- "The fairest of them all" -- remains the No. 1 juvenile paint color in the "Disney Color by Behr" paint program at The Home Depot (has been No. 1 for past 10 months)
* Walt Disney World Resort begins offering Cinderella's Royal Dinner (Grand Floridian) due to overwhelming response to breakfast with Cinderella (1/15/04)
February
* Sleeping Beauty's Royal Ball at
Disneyland Resort
* Disney Princess event on Disney Channel (airing of Pocahontas)
* Christy Carlson Romano from Disney Channel's Even Stevens and Kim Possible debuts as Belle in Beauty and the Beast on Broadway.
* Disneyland Resort debuts Snow White -- An Enchanted Musical.
March/April
* Disney Princess Magazine's expected to see a 270% increase in circulation for this, the third edition.
* Disney Princess sportswear, sleepwear and underwear, social stationery & accessories debuts at Federated Department stores. First time Disney Princesses will appear on tween apparel line.
May
* New Disney Princess Electronics debut at Circuit City, Target and Sears.
June
* Jasmine's Story Telling begins at Magic Kingdom
Summer
* Disney and Friendly Games, Inc. debuts Disney Princess Checkers
August
* Expanded Disney Princess product assortment hits Wal-Mart store shelves just in time for back-to-school season.
* Princess Diaries II live-action theatrical release. (8/11/04)
September
* Disney and Boom! to introduce Disney Princess personal care products at retail
September
* Beauty and The Beast on Ice debuts from Disney On Ice
* Buena Vista Home Entertainment launches the Disney Princess Collection on DVD/Video featuring: Disney Princess Sing Along Songs: Once Upon A Dream, Disney Princess Stories and Disney's Princess Party. More titles to come during three releases in 2005.
* Debut of "Disney Princess Anthem"
* Exclusive Disney Princess items and promotional offer available at Toys "R" Us
Fall
* Disney and Friendly Games, Inc. debuts Disney Princess Dominoes
October
* Academy Award(R)-winning Aladdin released on DVD for first time
* Mulan Special Edition DVD/VHS released
* Aladdin Platinum DVD/Video re-release
November
* Disney Princess event on Disney Channel (airing of Mulan)
Holiday
* Princess Diaries II DVD/Video release
Ongoing Support
* The Disney Princess brand features 25,000 merchandise skus and 300 licensees globally
* "Princess Palace" on
www.disney.com
* $2.6 billion in worldwide box office revenue for Disney Princess animated films.
* Disney Princess films remain four of the top five direct-to-video premieres of all time, from any company. More than 150 million videos sold worldwide.
* Disney Princess Power Hour. This television entertainment -- Aladdin and The Little Mermaid -- airs 15 times per week with potential to reach 40 million on Toon Disney.
* Disney Princess parades, character visits, character breakfasts and live entertainment are a mainstay at all parks and resorts.
* Disney On Ice presents Princess Classics is a five-year global tour. More than 2.5 million guests are expected to attend each year.
* Radio programming on Radio Disney
* Beauty and the Beast on Broadway -- more than 21 million guests have attended in both the UK and U.S.
Marketing
All of these efforts will also be backed by approximately $100 million in cross-divisional media spend, marketing support and unparalleled synergy that only The Walt Disney Company has perfected.
In total, girls have access to 2 billion hours of immersion into the Disney experience through theatrical releases, home videos, television, theme parks, consumer products, websites, radio and live entertainment.
In conclusion, it's easy to see how the Disney Princess brand touches every aspect of girls' lives and inspires them to dream.
