Disney Style Series Princess Launch

Hasbro launched a line of new Disney princess dolls. But the Disney princess dolls weren’t aimed at girls obsessed with princess culture. These were aimed at single and childless millennial women in their early 30s.

In the thick of a fourth wave feminist movement, saturated with stories of gender identity, how do we show Millennial women they can still access the magic that Disney brought to them in childhood?

In a time of cynicism, Disney Princesses are physical representations of magic.

To tap into the cult-like culture of mature doll collection we went with an earned media approach that provided influencers and VIP guests with otherworldly, fantastical experiences in a Disney princess takeover of a West Hollywood home.

The once-in-a-lifetime experience of the ultimate modern Disney Princess hangout earned media buzz and generated fan content.