Disney created the concept of “princesszilla” for adult women who buy Disney Princess products. The company expanded the princess market to target middle-class women who wore Disney princess dresses as children. Critics argue that it infantilizes women, but some find it glamorous. The trend is profitable for Disney, with some organizing Disney-themed weddings.
The concept of “princesszilla” originated in the marketing division of the Walt Disney Company, although you won’t hear the term there. Princesszillas are adult women who purchase Disney Princess-branded products that are specifically marketed to adults. The trend to skew traditionally kid-oriented marketing in the direction of women arose in the early 21st century, when Disney executives figured that adult women might want a little romance in their lives, just as adults do. children.
Disney is an extremely powerful brand and one of the strongest sectors of the Disney brand are its princesses, such as Ariel, Snow White, Belle, Cinderella, Jasmine and Aurora. Girls can watch movies starring the princesses, wear dresses modeled on the dresses worn in these films, and ask parents for an assortment of Disney princess-branded products, from bedding to school bags. The Disney company is probably no doubt pleased that most of these products sell with minimal marketing effort, thanks to the romance associated with being a princess.
As the generation of girls who grew up watching Disney movies grew older, the company expanded the princess market, reasoning that middle-class women who wore Disney princess dresses on Halloween as children could conceivably purchase Disney princess-themed products. in their adulthood. Some representatives of the princesszilla market can be found organizing Disney themed weddings, complete with a princess dress for the bride; this development crosses the infamous Bridezilla with the Disney obsession.
When Disney began heavily producing the princess line, there was some criticism, especially from the feminist community. Some women felt that Disney princesses might not be the best role models and that marketing pink plastic balls to girls wasn’t exactly encouraging. When the princesszilla trend arose, this criticism continued; some critics believe it infantilizes adult women by encouraging them to indulge in fantasy. It’s also quite profitable for Disney, of course, because a busy princesszilla could go so far as to throw a Disney-themed wedding at Disneyland or on a Disney-branded cruise or property, thereby boosting profits for the parent company.
A little whimsy isn’t necessarily a bad thing; the inherent idea of ”having a little princess in your life,” as Disney puts it, is found to be glamorous by some women. It is also certainly possible for a princesszilla to be a successful and even powerful woman despite her sleeping on Cinderella’s sheets.
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