Marketing Post #5: Perfecting Your Dreams– Now Fit For The 21st Century

A while back, I made a post on the Disney Princesses’ new look. I want to revisit that topic and delve into why Disney is recreating the figures that have always been a timeless part of many of our childhood.

Disney Princess Wallpapers 01

For a period of time, it seemed that Disney took a break from its franchise of princesses. The world was stuck associating six princesses with the whole line of Disney products; namely: Snow White, Cinderella, Sleeping Beauty, Ariel, Belle and Jasmine. And then it seemed that Disney decided to reawaken every little girl’s dreams of being a princess by adding sequels to the original movies, as well as introducing new ones such as Tianna, Rapunzel, and our latest princess, Merida. They also opened up the criteria for who they considered a princess, allowing Mulan and Pocahontas to join their ranks.


With the latest change, it was not only an introduction of new characters, but also a rework of their old princesses. They seemed to have opted to shower the new princesses with tons of sparkles. So why the rework? Why did they go through all this effort to change the classic images of the princesses dedicated fans have come to love? Marketing.

Disney Princesses sell. That is a known fact. The target market has always been little girls, but sadly, these girls grow up. A lot of us still retain our fondness towards the iconic characters, but of course, Disney recognizes that who is currently in their market is constantly changing. The late 20th to 21st Century also brought with it the attractiveness of teen pop sensations and celebrities. The old princesses’ hair styles and comparatively dull dresses seemed lacklustre compared to Miley Cyrus and Selena Gomez plastered on magazines. Disney needed to change.


By improving aspects of the princesses, what Disney did was re-brand their franchise. Their marketing mix remains essentially the same, still producing the same range of merchandise, at the regular price, promoting them as they always did. However, stamping the new princesses onto their items help appeal to the modern little girl’s interest in fantasy and fairytales, and helps them to remain relevant in the market. They also integrated their princesses into new shows, such as Sophia the First, in order to reintroduce these princesses to the current rotation of girls in their market.

Although I was uncomfortable at first with the changes, I still stand by what I said in my last post in that I like the way the new princesses look (maybe because Cinderella’s original hairstyle has always bothered me), and I am interested to see where Disney will take their princesses in the future!

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Disney Princess And Villains – A New Look!

Hey you guys!

I hope everyone’s Christmas/Holiday celebrations went well! I feel several pounds heavier, but it has been an enjoyable one! I was out Boxing Day shopping yesterday (and honestly, that could have been made into another blog post because there are so many comments that I have on the crazy consumerism that we see taking place on the 26th of December every year), and when I went to the Disney store, I noticed that they had beautiful Disney Villains stuff on sale! 

We all remember the evil stepmothers, the witches, and the scary old men that appear in Disney movies. In fact, they may not even have been human! Nothing comes to mind when I mention Disney’s villains? How about all the antagonists in each Disney Princess movie? Captain Hook? Scar from Lion King? Cruella Deville from 101 Dalmatians? Stromboli from Pinocchio? Hades from Hercules? The list goes on forever and you end up realizing that although you hated them for most of your childhood, they have been a big part of it as well. That is why I was delighted when I saw that Disney now has a Disney Villains branch of merchandise! 

They revamped a lot of the villains, such as giving Rapunzel’s stepmother a new dress– she now looks like an elegant lady. Ursula from the Little Mermaid also got a dress that reminisces her signature tentacles. I bought a leather notebook of Mother Gothel (Rapunzel’s stepmother) because I just could not resist! They were so pretty! And I could also justify buying a notebook…whereas walking out with one of the princess costumes? Not so much.

 Obviously, the Villain line is going to be making Disney some sweet money. The new designs and the idea of the fact that another aspect of our childhood is coming back to life will send Disney fans hurrying to get their hands on some of the merchandise. Plus, they have pretty much over exhausted the Disney Princesses, slapping their faces onto every pink item that they have. 

However, something interesting caught my eye as we were lining up to pay. I saw that not only did they make a new look for their villains, the original Disney Princesses have been revamped as well! We all remember Cinderella and her classic up-do for the ball, but she now has modern bangs falling from her bun. We also see Belle’s hairstyle getting a change, as she now has fuller looking hair that is done half up, half down. Ariel’s hair is more tame, and Aurora’s is also getting a perm or something. They have fixed her outdated front bangs, and gave them  more of a 21st century look! 

This is a lot more attractive to girls growing up in the modern day, and I guess they decided it was about time that the princesses got an updated look to match the changing times. At first, I was a bit offended that the classic princesses that I grew up with now look different, but I must say that I really like Cinderella and Aurora’s new look. I now see that they were definitely a bit behind on the times appearance wise, and hey, there is no rule saying that cartoon characters cannot change their looks! God knows how many times I have done the same trying to find my style! 

So I hope this made for an interesting read! See you guys soon!