Notoriously strict when it comes to merchandise licenses, Disney has recently loosened the rules, lending their brand to some products that will help them reconnect with former fans. As they opened the Disney Vault yesterday to release the most famous and beloved princess story of all time, Cinderella, merchandise lines have been cropping up targeted not at young girls, but at women in their 20’s and 30’s.

Just over a week ago, I was cordially invited as a Sephora Beauty Insider to an exclusive viewing of Cinderella at a local theater. Immediately thrilled for a girls’ night out, I booked the tickets and learned that my favorite makeup store is introducing a line of products inspired by Disney princesses, starting with The Cinderella Collection.

Back in August, DSW (again one of my favorite stores) collaborated with Disney to launch a Cinderella inspired shoe collection, following the footsteps of Christian Louboutin, who introduced a red-soled Cinderella shoe one month earlier. The only problem you’ll have is figuring out which pair you want to wear with your gown from Alfred Angelo’s new Cinderella Diamond Wedding Gown Collection.

So are all these product collaborations by design? I would imagine so, coming from a company whose operations and marketing are flawlessly orchestrated. What a wonderful way to reintroduce your brand to an older demographic,  likely with children of their own. Perhaps these brand collaborations will inspire young moms to share their childhood love of Disney princesses with their daughters. But of course, it’s not just for the kids. After all, who doesn’t want to feel like a princess, whether its their wedding day or a date night with the hubby.

Have you considered collaborating with other like-minded brands on a large scale campaign? It’s a great way to reach new audiences (and more importantly, new lists). There are lots of ways to find out which brands yours is best aligned with. To find out more, drop us a line today.