Disney Princess Brand Moving Into High-End Luxury Fashion Products
hollywoodreporter.com • • general
Key Points:
- Disney is expanding its Disney Princess brand into upscale markets by introducing luxury and fashion-forward products across categories such as beauty, fine jewelry, fashion, and home décor to reach new audiences and drive premium growth.
- A notable example is the upcoming limited-edition Cinderella doll created in partnership with Mattel and couture house Viktor&Rolf, set to launch during Paris Fashion Week, targeting collectors and fashion enthusiasts rather than children.
- The company is strategically collaborating with licensees to ensure authentic storytelling and character integrity while broadening the brand’s appeal beyond traditional toys to include high-margin categories and experiential offerings like themed events and fashion shows.
- Disney aims to maintain its multi-generational appeal by offering a diverse portfolio that serves both children and adult fans, leveraging premium collaborations
