How did princesses become so popular in recent times? They started out as a $ 300 million industry and skyrocketed to a $ 4 billion industry in just a few years. It was all due to the ingenious marketing of Andy Mooney, who is credited with its “birth”. After being inspired by attending a Disney on Ice performance with girls dressed as non-Disney princesses, he saw a niche that Disney had not secured, took a chance creating princess products, and it worked! Due to their intelligence, the princess market is one of the largest and most successful in the world with products ranging from clothing and costumes to clothing and toys. These products are not only purchased or used at Disney on Ice, they are purchased for everyday use.
Mooney not only marketed products with a princess like Cinderella, but grouped them into a powerful set of the 5 most popular princesses, including Snow White, Cinderella, Beauty, Sleeping Beauty or Aurora and Ariel. Their campaign was highly successful and now the Marked Princess has reached more than 250,000 products and continues to grow. The princess phenomenon is also on the rise. Princess product sales have exploded into a multi-billion dollar industry and continue to rise as little girls want to wear their products, from birthday parties to princess games every day.
Disneyland has spent millions promoting princesses in its theme parks and it has paid off. Tickets at Disneyland have skyrocketed since the inception of princesses when girls flock to the theme park to snap a breakfast photo 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 crowded and appeals to all ages. They go not only to ride the theme park rides, but to experience the magic found only 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 loose pink dress. Ariel from The Little Mermaid is known for her beautiful singing voice and ability to think critically in an intense situation. Almost every girl has seen every single Disney Princess movie, some of them multiple times, as she wishes she could have a fairy godmother, a handsome prince, and loyal friends.
Cool marketing and Disney support have contributed to the princess empire we know today. Someone had a thought, took a risk, received support, and it paid off. Is there something that could be more successful and timeless? As Mooney continues to expand its Princess line across the range of millions of products, little girls will follow suit and enjoy the longevity of the Princess line. Mickey Mouse, watch out, here comes Mooney and the Disney Princesses!