Sank ‘eaven for leettle geurls

Charles Dawson discusses the 'Princess' marketing phenomenon from Disney Consumer Products. In six years this has grown to a $3 billion+ business - but will it last?

Sank 'eaven for leettle geurls

Charles Dawson

We should remind ourselves that a significant number of high-spending consumers (though it's not actually their money) are a lot younger than us. Mere children, in fact.

The Consumer Insight column looks at the headline above, and winces. Today, Maurice Chevalier's lyric from the 1951 musical Gigi! resonates with a decidedly queasy tone. Back then no one much imagined a culture that could produce pouting Bratz dolls and catwalk-ready six-year-olds.

Nonetheless, at least one company that caters to juvenile consumer appetites has reason to 'thank heaven for little girls'. Then again,...

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