Disney's princess bridal strategy: women like romance too

The mythology of the princess is just about as old as the hills, and for untold generations, little girls have listened with rapt attention to tales of princesses, and have imagined themselves as gown-clad royalty. Even my four-year-old son loves princesses (he's always saving them, and consults a group of imaginary princesses on everything from my hairstyles to the toys he should buy). Disney's 'Princess' marketing scheme has been brilliant and ubiquitous (if often oddly applied), and has helped develop young girls' continuing interest in princesses over the past few decades. But, beyond the avid collection of Disney memorabilia meant for children by a quiet subset of adults, there has been no widely-accepted market towards the over-12 set.

Why not? Do women suddenly stop longing for a tiara and many-tiered ballgown when they reach their teens? Obviously not. Just look at the wedding gown market (and I can just see one of Disney's brand strategists with a glossy wedding mag in her hands and a lightbulb pinging brightly over her head). Have you ever seen so many princesses in one place?

As someone who's been bridal gown shopping with a variety of close friends and sisters, I can promise that the words "you look just like a princess!" are very definitely the most-uttered six words in wedding boutique dressing rooms around the globe. Even I have been known to use that time-honored ultimate bridal compliment.

Every little girl wants to be a princess, and that dream doesn't fade; it only becomes more expensive when she reaches her early 20s. The Walt Disney Company (NYSE: DIS) has put a price tag and its usual stable of princesses on that dream, and it's a brilliant, and (what's better) easily-extended, strategy. I predict great success, followed by a whole division of associated products and services. Could Disney Princess bridal boutiques be far behind?