Disney targets adult brand fans

Of course Disney markets T-shirts for adults. But it's also looking to market diverse new product lines for adults, and inviting fashion designers to consider the possibilities.

'We did a lot of consumer research and discovered there was huge demand for adult product from Disney', says the head of Disney consumer products for Europe, Middle East and Asia.

For example, Kate Spade New York has just launched a line of fashion accessory products based on Minnie Mouse, including the tote bag shown here (from Disney's media images).

Kenzo released a fashion line for adults based on Disney's new movie, Jungle Book. These are upmarket fashions, available exclusively through posh Bergdorf Goodman in New York City and from the designer, Kenzo.

With so many valuable brand franchises (not just traditional Disney characters but also Star Wars and Marvel characters, to name just two), Disney has numerous opportunities for licensing its pop-culture icons, aiming for the target market of adult fans.