Former Nike, Inc. executive Andy Mooney was appointed chairman of The Walt Disney Company's Disney Consumer Products division in the late 1990s.[4][5] While attending the company's first Disney on Ice show, Mooney noticed that several young girls attending the show were dressed in princess attire that were not authentic Disney products.[6] "They were generic princess products they’d appended to a Halloween costume," Mooney told The New York Times. Concerned by this, Mooney addressed the company the following morning and encouraged them to commence work on a legitimate Disney Princess franchise.[4]
The original line-up consisted of princesses Snow White, Cinderella, Aurora, Ariel, Belle, and Jasmine, four of whom are "royal by blood"; the others having married into royalty. This was the first time the characters would be marketed in a separate franchise than their original films. Mooney decided that, when featured on marketing advertisements such as posters, the princesses should never make eye contact with each other in an attempt to keep their individual "mythologies" intact. "[E]ach stares off in a slightly different direction as if unaware of the others' presence."[4]
Despite limited advertising and no focus groups, the various Disney Princess items released became a huge success.[7] Sales at Disney Consumer Products rose from $300 million in 2001 to $3 billion in 2006.
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