#BARBIE FASHION FAIRYTALE IMAGES MOVIE#
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Hasbro made games, Mattel made the dolls and plastic Fisher-Price figurines. That year, Disney started selling products that featured all eight princesses, many from movies that werenРІР‚в„ўt in theaters. If Athena Keithler thinks sheРІР‚в„ўs got princess overload now, a lot more pink is headed her way. РІР‚СљWeРІР‚в„ўre going to make the Princess brand far bigger and more ubiquitous than it has been in the past,РІР‚Сњ says Brian Goldner, HasbroРІР‚в„ўs chief executive officer. Hasbro hired a few dozen people, mostly designers and developers, who work out of its newly expanded production studio in Burbank, just minutes from Disney. Hasbro and Disney are redesigning and rereleasing every Princess doll, even Pocahontas, which few stores carry. Hasbro, meanwhile, has traditionally kept to the boysРІР‚в„ў side of the toy aisle, with brands such as Nerf and Transformers.

Mattel owns the doll market, and despite her recent stumble, Barbie is still the best-selling doll of all time. РІР‚СљDisney Princess was probably the greatest coup that Hasbro has had in the last three decades,РІР‚Сњ says Gene Del Vecchio, a former Ogilvy & Mather executive who has worked with Mattel and Disney in the past and helps Hollywood studios translate their movies into what he calls РІР‚Сљmerchandise opportunities.РІР‚Сњ Adweek likens HasbroРІР‚в„ўs achievement to the Chicago Cubs winning the World Series.Р”Вisney is taking a risk turning to Hasbro. 1, when Disney packs up its glass slippers and takes them to MattelРІР‚в„ўs biggest rival, Hasbro. With sales of MattelРІР‚в„ўs most famous toy, 56-year-old Barbie, tumbling 20 percent from 2012 to 2014 and still falling, Princess dolls have been a much-needed revenue stream.Р”В«ut not for long: The princess business disappears on Jan. Last year, Mattel put the size of its Disney Princess doll business at $300 million, though analysts at Needham say itРІР‚в„ўs closer to $500 million. Mattel has worked with Disney since 1955, when it became the first sponsor for the Mickey Mouse Club, and itРІР‚в„ўs been the companyРІР‚в„ўs go-to dollmaker since 1996. Specifically, 12-inch Barbie-esque figurines that girls can dress and undress until the dollsРІР‚в„ў hairdos get tangled, theyРІР‚в„ўve lost their shoes, and itРІР‚в„ўs time to buy another.

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In toys, the most lucrative Disney Princess license is dolls. It licenses them to all sorts of companies: Glidden makes pink and purple wall paint, Stride Rite makes sparkly shoes. last year, selling $531 million worth of dolls and dresses, according to NPD Group.Р”Вisney doesnРІР‚в„ўt manufacture most of the Princess products.

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The movie spawned the top toy brand in the U.S. (DisneyРІР‚в„ўs new Star Wars movie might change that.) That doesnРІР‚в„ўt even include Frozen, which came out in 2013 and which Disney measures separately. Princess merchandise-dolls, clothing, games, home dР“В©cor, toys-is a $5.5 billion enterprise and DisneyРІР‚в„ўs second-most-profitable franchise, after Mickey Mouse. Since Walt Disney lumped Sleeping Beauty, Belle, and its other poofy-dressed ladies together under the brand Disney Princess in 2000, the market for all things pink and sparkly has skyrocketed.

Keeping a 3-year-old girl away from DisneyРІР‚в„ўs princesses is a lot like trying to get through January without hearing about the Super Bowl. She knew about the so-called princess phase that little girls go through, but, she says, РІР‚СљI assumed it was something girls do when itРІР‚в„ўs thrust upon them.РІР‚Сњ SheРІР‚в„ўs not even in preschool yet,РІР‚Сњ Keithler, 31, sighs. РІР‚СљI really didnРІР‚в„ўt think this would happen. Photographer: Sarah Anne Ward for Bloomberg Businessweek

Barbie fashion fairytale images