Disney: Growing a small business to a multibillion dollar franchise

Walt Disney created the first generation of Disney Princesses in 1937-1959, targeting girls and children while establishing the importance of ‘True love’s first kiss’ and ‘A happily ever after.’

The Disney Princess franchise is a media and toy-line owned by The Walt Disney Company. In 2001, Andy Mooney became Chairman of Disney Consumer Products, and created the Disney Princess franchise in order to increase product sales. In the early 2000’s this franchise featured a line-up of fictional female protagonists who appeared in various Disney franchises based off of fairytale/ short story characters. In the span of 5 years, product sales exponentially grew from $300 million to $3 billion dollars, and Mooney is now credited in pioneering the $45 billion dollar Disney Princess franchise.

There are characters who are considered included as apart of this franchise for example: The first princess, Snow White and the seven dwarves, then Cinderella that helped Disney out of $4million dollars of debt, Aurora from sleeping beauty, Jasmine from Aladdin, Ariel the Little mermaid, which was a huge success and pushed Disney to continue on their princess line. Belle from Beauty and the Beast finalized the six ‘official’ princesses.


Photo source: http://www-scf.usc.edu/~eunbyuak/itp104/disney/behavior.html 

However, Walt Disney Studios were not done and were ready to diversify their princess lineup to adapt from customary fairytales. In the late 1990’s they brought Pocahontas and Mulan to the princess lineup . The franchise went animated in 2009 with Tiana, The Princess and the Frog. Rapunzel in Tangled, 2010. In May, 2013, Disney added the first Pixar character Merida, from Brave as the 11th princess and in 2019, Moana was added to the line-up expanding upon the franchise as the 12th official Disney princess.


Photo source: https://en.wikipedia.org/wiki/Disney_Princess

Another product of the franchise was the Disney On Ice show, originally knows as ‘Disney’s World on Ice’ since 1981, under agreement between Feld Entertainment and Walt Disney. This catered to popular stories known by the public but most importantly it featured the 12 Disney Princesses as they were pivotal characters in both parents who grew up with them and the new generation of kids getting to experience it. 



Photo source: https://www.youtube.com/watch?v=5pB9mRy0Qis

Today there are over 26,000 products based on the Disney Princess Franchise from bedding, coloring books, DVDs, dolls, drink bottles, clothing/costumes, dog collars and more.











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