Mattel has worked with Disney since 1955, when it became the first sponsor for the Mickey Mouse Club, and it’s been the company’s go-to dollmaker since 1996. Specifically, 12-inch Barbie-esque figurines that girls can dress and undress until the dolls’ hairdos get tangled, they’ve lost their shoes, and it’s time to buy another.
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In toys, the most lucrative Disney Princess license is dolls. It licenses them to all sorts of companies: Glidden makes pink and purple wall paint, Stride Rite makes sparkly shoes. last year, selling $531 million worth of dolls and dresses, according to NPD Group.ĭisney doesn’t manufacture most of the Princess products.
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The movie spawned the top toy brand in the U.S. (Disney’s new Star Wars movie might change that.) That doesn’t even include Frozen, which came out in 2013 and which Disney measures separately.
Princess merchandise-dolls, clothing, games, home décor, toys-is a $5.5 billion enterprise and Disney’s second-most-profitable franchise, after Mickey Mouse. Since Walt Disney lumped Sleeping Beauty, Belle, and its other poofy-dressed ladies together under the brand Disney Princess in 2000, the market for all things pink and sparkly has skyrocketed. Keeping a 3-year-old girl away from Disney’s princesses is a lot like trying to get through January without hearing about the Super Bowl.
She knew about the so-called princess phase that little girls go through, but, she says, “I assumed it was something girls do when it’s thrust upon them.”
She’s not even in preschool yet,” Keithler, 31, sighs. “I really didn’t think this would happen. Photographer: Sarah Anne Ward for Bloomberg Businessweek
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