Disney is refocusing its apparel and accessories based on its tween franchises because young wearers want to “emulate but not mimic,” says Disney’s Andy Mooney. This means clothing will use franchises as the basis for styles, yet won’t feature overt characters or images. For instance, the colors of Alice in Wonderland’s Cheshire Cat may be incorporated on a t-shirt, instead of a giant replica of its head.
Disney’s D-Signed, an exclusive line at Target, is the first product line to roll out using this new focus. The clothes from the debut collection are inspired by Sonny Munroe (played by Demi Lovato) from Sonny With A Chance. Another collection debuting later this year will look like it came from the closet of Wizards of Waverly Place’s Alex Russo (played by Selena Gomez).
Source: Disney, Andy Mooney, Chairman Consumer Products Group, 500 S. Buena Vista St., Burbank, CA 91505; 818-567-5834; andy.mooney@disney.com; www.disney.com.
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