I’ve posted about this elsewhere recently, but I think it warrants repeating here:
This New York Times article speaks to his inspiration:
It was about a month after Mooney’s arrival that the magic struck. That’s when he flew to Phoenix to check out his first “Disney on Ice” show. “Standing in line in the arena, I was surrounded by little girls dressed head to toe as princesses,” he told me last summer in his palatial office, then located in Burbank, and speaking in a rolling Scottish burr. “They weren’t even Disney products. They were generic princess products they’d appended to a Halloween costume. And the light bulb went off. Clearly there was latent demand here. So the next morning I said to my team, ‘O.K., let’s establish standards and a color palette and talk to licensees and get as much product out there as we possibly can that allows these girls to do what they’re doing anyway: projecting themselves into the characters from the classic movies.’ ”
Despite limited advertising and no focus groups, the various Disney Princess items released became a huge success. Sales at Disney Consumer Products rose from $300 million in 2001 to $3 billion in 2006.
That’s an order of magnitude in just five years. Astounding!