Brand Dots

Archive for February, 2010

Months ago I was pleasantly surprised to discover Tim Burton, the notoriously strange mind behind films like “Beetlejuice” and “Charlie and the Chocolate Factory,” would be partnering with Walt Disney Studios to recreate the movie “Alice in Wonderland.”  To be honest, I was a little shocked to find out Burton would be partnering with the Disney brand.  But this match could be exactly what the doctor ordered if Disney plans to win credibility with a different market segment.

I found out about the movie’s release like most, by stumbling across sublime images of the movie’s characters on social media outlets and blogs.  As  the new “Alice’s” debut has moved closer, Disney has taken every opportunity to promote the new movie by releasing countless commercials, billboards, music videos, viral marketing campaigns, interviews – and the list goes on.  A number of other companies have decided to jump on the “Alice in Wonderland” bandwagon, which isn’t a bad idea, considering the massive amount of exposure the movie is getting.

Here are a few Wonderland inspired product lines that seem to be great choices for the movie’s existing target market – teen girls and young women who are into dark romance or those who are already fans of the uncanny world portrayed in Lewis Carroll’s books, Disney’s original 1951 animated feature, among other popular versions of the story.

• OPI Nail Polish announced a new line of “Alice in Wonderland” nail color, with the tagline “Color so fantastic, you’ll think you’re dreaming.”
• Urban Decay, which is sold at Sephora, has developed a “Book of Shadows,” showcasing a 16 eye shadows with names such as “White Rabbit, Jabberwocky and Oraculum” in a Wonderland inspired box.
• Hot Topic is selling all kinds of trendy “Alice” inspired gear.  From jewelry, to jackets, to Mad Hatter totes, they are fully committed to the newest Disney movie.

According to the Wall Street Journal article, “Disney Invites ‘Goths’ to the Party,” Disney doesn’t expect “Alice’s” merchandise sales to measure up to the $8 Billion “Toy Story” empire.  But connecting with a new segment of the market could be exactly what Disney had in mind when they hired Burton to work on their latest film.  By hiring an edgier director, they can focus on tapping into a market that isn’t traditionally targeted by Disney’s infamously juvenile and innocent brand.