I’ve written a lot about the Disney Princess culture, and how it’s experienced some backlash lately. Though Disney makes truckloads of money off its Princess brand, it also takes a hit from the brand due to how alienating it supposedly is for boys.
While Disney is in the midst of expanding its Princess line, adding a larger fairy tale section and brand new Pixie Hollow to the Magic Kingdom, it’s also got some elaborate plans to draw young male interest.
Some of these plans are already in place. For a few years now the Hollywood Studios at Disney World has hosted Star Wars weekends, huge celebrations of the movie that take place a couple times a year. Over on the West Coast, Disneyland features an attraction/show called the Jedi Training Academy. Disney also has a line of Star Wars-Disney figurines (which I have to admit I kind of want).
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Now even more things are happening within the company to make it more amenable to boys. Now that Disney’s acquired Marvel they own a whole company teeming with boy-friendly comic books and other merchandise. Disney’s taken its first major step as Marvel’s owner with the announcement of a forthcoming “Ultimate Spider Man” cartoon to air on Disney XD.
And Disney’s churning out more tie-ins to its new comic book subsidiary. The company’s commissioned a brand new set of comic books based on its Haunted Mansion ride. But it won’t resemble the 2003 film flop, or really even the ride itself. Publisher Dan Vedo, hired for the project, turned in drafts full of bloody zombies, sickly ghosts, and other gothic horrors.
Not exactly the typical Disney fare. But that’s exactly what CEO Bob Iger wants, as part of his strategy to bring boys’ interests back to the House of Mouse.
I’m not really sure many of these efforts are going to redeem the name of Disney to boys. Most of the properties Iger’s using to entice them carry their own, instantly recognizable (and not immediately associated with Disney) names, like Star Wars and Marvel Comics.
Again, it’s clear that Iger’s main motivation lies more with money (which he’ll get no matter the name under which he shills his wares) than about broadening the appeal of the Disney name or creating products that appeal to any audience. Luckily there are more people than Iger working over at Disney Corp., and “Tangled” (I still hate calling it that) looks like its even split screen time between the male and female leads should help appeal to any audience.
That touches on something I find interesting: I consider many of the properties meant to draw in the boys much more tempting than the princess products. Sure, I love Belle and Ariel, but not nearly as much as I love Star Wars and comic book superheroes. Even when I was younger my tastes were similar.
I wonder how many other girls will feel the same. But I’m sure Disney won’t complain if their Star Wars Day celebrations draw in as many girls as boys, since that will just double the profit. What I’m really interested to see is what properties Disney might soon start creating with both gender audiences in mind. “Tangled” seems like a step in that direction, and I’m curious as to what’s next.
Related Articles:
Disney-Marvel Takeover Official
How TV and Movies Have Infiltrated the World of Toys
Snow White’s Secret Green Streak
Fantasyland Expansion in Progress
*(This image by Official Star Wars Blog is licensed under the Creative Commons Attribution 2.5 License.)
