Tying the Knot with Disney

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Last year, even peaches, apples, and grapes bearing the likenesses of Mickey and Minnie Mouse, Winnie the Pooh, and Goofy appeared in supermarkets in an attempt to lure kids from the junk-food aisles. "Disney Garden," a promotion with Indianapolis-based Imagination Farms, looks to be a successful venture, though some media outlets dismissed it as more of a short-term publicity stunt following the termination of Disney's long-term relationship with hamburger-flipper McDonald's (MCD).

To market to twentysomethings, Disney needs to be a little more cunning—a wedding dress bearing the face of Goofy isn't going to cut it. Instead, the company has homed in on the dreams young girls have of an ideal, "fairy-tale" wedding, connecting this to the happily-ever-after endings of their own princess characters. Gown designer Kelly has added her own sensibilities to the subtle references in each princess's outfit. The Cinderella dress, for example, will be offered in delicate champagne and ivory colors, as opposed to the bright blue frock seen on screen, but the dramatic flourish of the skirt is true to the original.

Making Dreams Come True

Critical reviews of the design sketches for the wedding line has been mixed. Writer Mac Adam says "poofy princess dresses" are a big trend right now, and expects them to be received well. But Disney most likely hopes to outlive current fashion trends and occupy a permanent page in wedding catalogs. Young girls aged 3 to 6 currently fuel a $3.5 billion Disney Princess merchandising market, and Disney wants to be around decades from now when they say "I do."

Branding experts believe that as long as the design and retail model is executed properly, Disney will find a built-in audience among those who have grown up with the brand. "[Disney] is one of the best emotional brands in the world," says Marc Gobé, author of the newly released Brandjam: Humanizing Brands Through Emotional Design (Allworth). "They're saying, 'We aren't only an entertainment company, but we can help you bring that dream into your life.'"

Robert Sprung, CEO of New York-based branding consultant Tipping Sprung, points out that marriage represents a crucial turning point not only in a young person's social perspective but in the relationship they have with the brands of their youth. "The nature of a wedding is looking backwards wistfully, giving up some things of your childhood, and looking forward to uncharted territory," he says. By choosing a Disney wedding gown as the centerpiece to this occasion, a bride and groom recognize that the brand is accompanying them into their married life.

And with its Disney Couture clothing line, iTunes movie distribution, and adult-friendly theme park destinations, Disney looks intent on keeping these couples happy forever after.

Click here to see a slide show of Disney products.

Douglas MacMillan is a reporter at BusinessWeek.com in New York.