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.
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.
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.
It seems these days that every little girl wishes she were princess Cinderella, Snow White, Belle, Sleeping Beauty, or Ariel and nearly every little girl has watched each of the Disney Princess movies. 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. Is there anything that can prove more successful and timeless?
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