On a related topic, as part of the promotion for "Alice in Wonderland", Disney is going all goth!
While the movie itself is aimed at a much wider audience, ground zero of the marketing effort is Hot Topic Inc., a mall-based retail chain that is a shopping destination for 12-to-22-year-old goths, whose favorite color tends to be black, whether for clothes or makeup.
Disney has licensed an extensive line of clothing and accessories to Hot Topic's 680 locations. The selection includes a black shackle bracelet for $10, along with T-shirts and fragrances.
The approach represents a twist on Disney's successful strategy of turning its "princess" movies into merchandizing juggernauts. What's distinctive about the new initiative is the target audience. Disney Consumer Products Chairman Andy Mooney says the buyers of "Alice" merchandise are "definitely more 18 to 34 than our traditional 6 to 11."
Zz.
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