Disney Princesses

In early 2000, when Andy Mooney was hired by Disney's Consumer Products division to help combat dropping sales, the idea for the Disney Princess franchise was born. Soon after joining Disney, Mooney attended his first Disney on Ice show. While waiting in line, he found himself surrounded by young girls dressed as princesses. “They weren’t even Disney products. They were generic princess products,” he mused. Soon after realizing the demand, the Disney Princess line was formed.
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.