The Disney Princess Empire in Recent Times

 How did princesses become so popular in recent times? They started as a $300 million industry and skyrocketed to a $4 billion dollar industry in just a few years due. It was all due to the genius marketing of Andy Mooney who is credited with their "birth". After being inspired by attending a Disney on Ice presentation with little girls dressed in non-Disney princess attire, he saw a niche that Disney had not secured, took a risk by creating princess products, and it worked! Due to his savvy, the princess market is one of the largest and the most successful in the world with products from dress up clothes and costumes to apparel and toys. These products are not only purchased or worn at Disney on Ice, they are purchased for every day use.

Mooney not only marketed products with one princess like Cinderella on her own, he grouped them together into a powerful set of the 5 most popular princesses including: Snow White, Cinderella, Belle, Sleeping Beauty or Aurora, and Ariel. His campaign was widely successful and now the princess marked has reached over 250,000 products and growing. The princess phenomenon is increasing as well. Sales for princess products have skyrocketed into a multi-billion dollar industry and continue to rise as little girls want to use their products from everything from birthday parties to every day princess play.

Disneyland has spent millions marketing the princesses at their theme parks and it has been worth it. Tickets at Disneyland have skyrocketed since the princesses inception as little girls flock to the theme park to have a picture of breakfast with Cinderella or Snow White. Even in hard economic times, theme parks like Disneyland maintain a steady flow of customers ready to spend money. Whether it's January, May, or December, Disneyland is crowded and appeals to all ages. They go not only to ride on the theme park rides, but to experience the magic that is found only at Disneyland.

It seems these days that 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 pink flowing dress. Ariel, from the Little Mermaid is known for her beautiful singing voice and ability to think critically in an intense situation. Nearly every little girl has watched each of the Disney Princess movies, some of them multiple times as she wishes she could have a fairy godmother, a handsome prince, and loyal friends.

Genius marketing and the support of Disney have contributed to the princess empire we know today. Someone had a thought, took a risk, was supported and it paid off immensely. Is there anything that can prove more successful and timeless? As Mooney continues to grow his Princess line into the range of millions of products, little girls will continue to follow suit and enjoy the longevity of the princess line. Mickey Mouse, watch out, here comes Mooney and the Disney Princesses!