#BARBIE AS RAPUNZEL BARBIE MOVIES MOVIE#

Mattel has worked with Disney since 1955, when it became the first sponsor for the Mickey Mouse Club, and itвЂ™s been the companyвЂ™s go-to dollmaker since 1996. Specifically, 12-inch Barbie-esque figurines that girls can dress and undress until the dollsвЂ™ hairdos get tangled, theyвЂ™ve lost their shoes, and itвЂ™s time to buy another. In toys, the most lucrative Disney Princess license is dolls. It licenses them to all sorts of companies: Glidden makes pink and purple wall paint, Stride Rite makes sparkly shoes. last year, selling $531 million worth of dolls and dresses, according to NPD Group.Дisney doesnвЂ™t manufacture most of the Princess products.

#BARBIE AS RAPUNZEL BARBIE MOVIES MOVIE#

The movie spawned the top toy brand in the U.S. (DisneyвЂ™s new Star Wars movie might change that.) That doesnвЂ™t even include Frozen, which came out in 2013 and which Disney measures separately. Princess merchandise-dolls, clothing, games, home dГ©cor, toys-is a $5.5 billion enterprise and DisneyвЂ™s second-most-profitable franchise, after Mickey Mouse.

Since Walt Disney lumped Sleeping Beauty, Belle, and its other poofy-dressed ladies together under the brand Disney Princess in 2000, the market for all things pink and sparkly has skyrocketed. Keeping a 3-year-old girl away from DisneyвЂ™s princesses is a lot like trying to get through January without hearing about the Super Bowl. She knew about the so-called princess phase that little girls go through, but, she says, вЂњI assumed it was something girls do when itвЂ™s thrust upon them.вЂќ SheвЂ™s not even in preschool yet,вЂќ Keithler, 31, sighs.

вЂњI really didnвЂ™t think this would happen.

Photographer: Sarah Anne Ward for Bloomberg Businessweek

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