Tim Burton's Alice in Wonderland Movie Merchandise

What does Disney do best? Make movies? Maybe, but they also do a phenomenal job of creating movie merchandise. Unsurprisingly, they are the world’s largest licensor of consumer products. I am intrigued by the merchandising since we all know that movie merchandise is almost as important as the movie itself these days.

With Tim Burton’s Alice in Wonderland, Disney chose to go after the 12 to 34 year old age bracket. Disney already has the princesses of the younger generation sold and they knew that this new age group would be a tough demographic to sell to. Disney set up 'Alice' as the adult version of 'Disney Princess.'

The merchandise available for this movie included some more unusual home decor, apparel, designer accessories and jewelry by the likes of Swarovski, Stella McCartney, Sue Wong, Avril Lavigne as well as collectible figurines and even a tea set. Of course, there was also the more ordinary or usual merchandise items like CDs, books and video games.

Since the original Alice in Wonderland story is out of copyright there was also unofficial product available, like a Versace handbags. I read about them; they featured the White Rabbit. Alice in Wonderland is said to have inspired Versace's 2010 spring fashion line.  For ordinary fans, at least Disney's official products meant merchandise of a consistent quality.

In terms of marketing, Disney had to walk a fine line as the danger in this age bracket is very real of turning the fans off with too much merchandise. This age group likes things to be on the fringe and if the merchandising is too mainstream it would not be cool enough for them.

Could Disney convince 12 to 34 year old women to buy into Alice? I think they did, especially with Tim Burton and the (then) draw of Johnny Depp. 

People talked about this movie and they shopped.  Disney definitely did something right.

See you
at the movies!
Brenda

Quick Links:

Tim Burton's Alice in Wonderland Barbie Doll on Amazon.

Find Disney's Alice in Wonderland Bag on eBay.