I'm always looking for a catalyst that is going to take Disney (NYSE: DIS) to the next level. The stock hasn't been a great performer over time. Just today, the Mouse issued a press release detailing its latest merchandising plans.

Merchandising falls under the consumer products division. Now, one would expect that this segment would always be rocking considering the brand equity inherent in all of Disney's intellectual properties. Well, let's remind ourselves of how the segment did during the last earnings report. In the second quarter, operating income for consumer products dipped 24%. For the six-month period, operating income was down by 13%. Double-digit declines: nobody likes them. Management commentary about the division specifically stated that lower royalty revenue from merchandise helped to drive the performance. As can be seen, Disney needs some good ideas and strategies to return this segment to growth.

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?

It's usually sometime around October 1 that I first start seeing the Halloween costumes on the three- and four-year-olds in my neighborhood. A little girl on a morning run September 29 was my first sighting: a slinky tiger suit. It was especially awesome worn with one sleeve off. Last night, my son's friend Jackson came over to play wearing his Flash costume. My girls are equivocating; princesses, Tinkerbell, or the all-pleasing little girl combo, the fairy princess?

Yep. It's all about princesses, and mermaids, and of course, princess mermaids this year. It's Ariel's fault, naturally, she of the Little Mermaid movie re-release and the incessant repetition of "Kiss the Girl" on Disney Radio. As for my four-year-old, he wants to be a pirate. More specifically, a Pirate of the Carivean (his interpretation of "Pirates of the Caribbean Dead Man's Chest" -- frighteningly enough, he knows to put "Dead Man's Chest" at the end of the title every time he mentions it). Or maybe, he tells me, Diego (of Go, Diego, Go!, part of Viacom, Inc. (NYSE:VIA)'s Dora the Explorer franchise on Nick Jr.).

When I saw the Wall Street Journal's piece on popular Halloween costumes this year [subscription required], it got me to thinking: could I recommend stocks based on my considerable Halloween costume field studies?

Most obviously, The Walt Disney Company (NYSE:DIS) is a good bet for your Halloween investing dollar (is there such a thing?) It's princesses and mermaids and pirates, oh my! on the trick-or-treat path this season. But what else?