Disney Princess Brand Goes Upscale With Luxury Collaborations
TL;DR Summary
Disney is moving the Disney Princess brand into upscale, lifestyle categories—beauty, fashion, fine jewelry, home décor—through premium licensing deals and high‑fashion collaborations (such as Viktor&Rolf x Disney’s collector Cinderella doll) and experiential ventures, aiming to boost margins and reach new audiences beyond children’s toys while staying true to the franchise’s storytelling.
- Inside Disney’s Push to Turn Its Princess Brand Into a High-Margin Lifestyle Franchise (Exclusive) hollywoodreporter.com
- Viktor&Rolf Cinderella Doll Hits the Runway Disney Parks Blog
- Viktor & Rolf Debuts Couture Cinderella Doll Collab With Disney, Mattel at Musée des Arts Décoratifs WWD
- Disney, Viktor&Rolf, and Mattel Unveil Couture Collector Cinderella Doll in Historic Disney Princess Collaboration The Walt Disney Company
- This ‘Cinderella’ Collector Doll Is a Bibbidi-Bobbidi-Beauty The Pop Insider
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