Marketing to Little Black Princesses

The movie is not even out yet but the product line is amongst the most anticipated brand launch ever with African-American moms. Disney’s film The Princess and the Frog is set to debut in 2009 to the excitement and of Black moms everywhere.

The Princess and the Frog is the first Disney animated film to feature an African-American princess. African-American moms are jubilant over the film that is still in production and are planning to embrace Tiana, the first African-American, and the latest princess to be added to iconic Disney brand. For 30 and 40 something moms, this film is slated to be what Diana Ross first appearing on the Ed Sullivan Show was to 50 and 60 something Black moms was.

Sound dramatic, maybe it is, but don’t discount the fact that there is a psychology to this that most people will never really understand. There have always been Caucasian princesses. There has even been a Native American, Middle Eastern, and Asian, but never a Black princess. African-American moms have been buying the Disney princess brand for their daughters without a single character that reflects them physically, and that is all about to change.

Black mom social clubs, e-groups, and civic organizations are planning to see this film in big numbers. Many moms feel that supporting this film is essential to sending a message to Disney and other studios that this is the type of film they want to share with their families. Moms are talking about buying up everything possible with Princess Tiana on it. What that means for licensees is that this brand is going to fly off of the shelves. Licensees can anticipate selling everything from dolls to toothbrushes, and bedding to apparel.

This brand is going to move products if for no other reason, it will be a dream fulfilled for many women. The moms that are going to buy The Princess and the Frog products are going to be living out their childhood Cinderella, Snow White, and Sleeping Beauty dreams through this film. This will be their opportunity to give their daughters something that they never had, a beautiful princess that looks like them, and for that, there isn’t a price tag that could be too high.