Disney Merchandising has started making a concerted effort to have more merchandise that cater to adults. Sitting atop of the adult-oriented merchandise totem pole is the Dooney & Bourke handbag line created for Disney Parks and Cruise Line. Women in the Parks go wild for these handbags, and Disney recently added the bags to DisneyStore.com, creating an outlet for women to get their Dooney fix whenever they please.
It’s a smart move; combine a well-known and loved brand with Disney characters and icons and watch sales soar. Precious Moments also figured out Disney characters work well in their brand; many Precious Moments figurines with Disney characters can be found in Hallmark and other stores, and Disney Parks also have exclusive figurines not found in other stores.
Deals with manufacturers of other quality goods will prove lucrative for Disney in selling goods to adults. Imagine a TAG Heuer watch with a gold Mickey silhouette on the face. Disney has a careful line to toe here, however; blue Donald Duck shoes with Donald Duck riding the swoosh aren’t going to sell well.
The moves Disney has made thus far with adult merchandising efforts have been smart. Are you a Disney Dooney freak? Have a bookshelf full of Disney Precious Moments? Think all these merchandise crossovers are a bad idea? Let me know in the comments or on Twitter!