Forget Prince William and Princess Kate -- Walt Disney (NYSE: DIS) is dubbing a new princess of its own this fall. Welcome to Disney's royal court, Princess Rapunzel!
OK, go ahead and chuckle. No, you didn't stumble onto some site dedicated to preteen toys or childish cartoons. The stark reality is that Disney's Princesses franchise is a big-time moneymaker, and it's imperative that the House of Mouse keeps the pipeline fed with strong characters.
The coronation ceremony will take place in London's Kensington Palace amid a media blitz reminding the world of all 10 franchise-worthy princesses and their product lines. That sprinkling of half-real fairy dust is what makes Disney unique in the entertainment industry.
DreamWorks Animation SKG (NYSE: DWA) and Time Warner's (NYSE: TWX) Warner Bros. division see their films live and die by box-office numbers alone, but Disney is different. Nobody in the industry can match Disney's marketing muscle, from theme parks and cruise ships to dedicated toy stores and licensed third-party products. DreamWorks is trying its hand at the destination game through separate deals with cruise line Royal Caribbean Cruises and hotelier Gaylord Entertainment, it but remains a distant speck in Mickey's rearview mirror.
Don't take my word for it. Here's how Disney spokeswoman Mary Beech introduced her new heroine: "Once Rapunzel becomes an official member of the Disney Princess court, she will be celebrated and recognized as such across Disney, and will be included in all Disney Princess products featuring multiple characters, in addition to her own merchandise line."
Less magic and more money, honey. That's what it's all about. The Princesses franchise is important enough that toy maker Mattel (NYSE: MAT) stressed it as a growth driver in its latest few earnings reports.
So go ahead and pooh-pooh (pun very much intended) this quasi-virtual event all you want, but Mickey Mouse is taking it to the bank. This is the stuff that dreams -- and fortunes -- are made of.
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