Disney is launching a multi-year consumer products and marketing campaign focused on its princesses that will span music, live shows and merch. 

Create Your World is a global initiative that encompasses all of the company’s princesses-focused business. Although it’s only just been officially announced, some new products have already rolled out, including Disney Princess role-play sets from partners Jakks Pacific, LEGO and Mattel (pictured). Other licensees involved in the program include Loungefly, Vera Bradley and Diff Eyewear, and Disney plans to announce more products and release dates in the near future. 

In terms of live entertainment, the Disney Treasure cruise ship will embark on its maiden voyage in December with Belle (from Beauty and the Beast) and Moana on board. 

And Disney Publishing is getting in on the princess action with six new books due out later this year and in early 2025. Random House Children’s Little Golden Books and Insight Editions are partners on the titles, which span everything from early reading books to a young adult romance novel that reimagines the premise of Tangled. 

Disney is also releasing remixes of princess-related songs as part of the campaign. The first tune, “Almost There” from The Princess and the Frog, was recorded by Grammy-winning artist Coco Jonewill and is due out on August 9. Additional covers will be released throughout the campaign’s multi-year lifecycle. 

Disney has unveiled these plans a week ahead of reporting its Q3 financial results (August 7). 

In its 2023 fiscal report, the company noted that Disney Princesses were among a select group of brands that drove an 8% increase in its licensing business that year. Disney’s combined licensing and retail revenue from merchandise was US$4.6 billion last year. This take was down slightly by 1% from the previous year, due to Disney store closures across North America and Europe in 2021. 

The Princesses franchise is primed for growth this year with the upcoming theatrical release of Moana 2 (November 27)—the first film grossed more than US$600 million worldwide.