
Disney Princess Brand Goes Upscale With Luxury Collaborations
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.













