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Alice's $1 Billion Consumer Products Tea Party
CNBC.com | March 05, 2010 | 09:33 AM EST

"Alice in Wonderland" opens in theaters today, accompanied by Disney's most wide-ranging array of consumer products ever, chasing an unprecedented broad audience.

Tim Burton's 3-D "Alice" follows the classic character years after her first visit to Wonderland, so it makes sense that Disney would go after an older audience.

So now Disney has adult women in its cross hairs: in addition to the usual range of kids toys, games and apparel, it's licensing "Alice" for products for adults.

Disney's going grown-up and high end.

Fashion designer Sue Wong has designed a range of "Alice" inspired dresses which are selling for as much as $600 at Bloomingdales, Macys, and Saks.

These aren't costumes —they're sophisticated dresses that were inspired by the look of the movie. Disney has struck deals with a number of high-end designers. Jewelry Designer Tom Binns is selling $1,000 Alice-inspired necklaces. Stella McCartney also has created a high-end Alice-inspired jewelry line.

The media giant will benefit from a cut of these consumer products revenues, but Disney says that so few of the really high end products will be sold, it's not about the money.

Disney's consumer products chief Andy Mooney says it's really about creating a "halo" for the brand.

Sound fishy?

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