Disney's consumer products division is rolling out a lifestyle, merchandise and fashion program around the studio's forthcoming tent-pole feature film, "Alice In Wonderland." The effort, which comprises a full lineup of designers and major brands, includes "interpretive" collections of character-themed jewelry, collectible toys, home décor, stationery and health and beauty products.
The new movie is a radical departure in story and form from the original Disney animated version of the Lewis Carroll story. The new live-action film, starring Johnny Depp, Helena Bonham Carter, Crispin Glover and Anne Hathaway, has Alice returning to Wonderland as a 19-year-old in part to end the Red Queen's reign. The Tim Burton-helmed movie is also in 3D.
Disney Consumer Products teased the forthcoming lifestyle program with a faux tea party at the Magic Marketplace fashion trade event in Las Vegas this week. Disney then released a video of the event on its consumer-products YouTube channel, www.YouTube.com/DisneyLiving. The theme for the fashion/lifestyle program: "Alice is the new Black."
Pam Lifford, EVP of global fashion and home at DCP, said in a release: "Drawing inspiration from such creative works of art as Alice In Wonderland and collaborating with top designers like Tom Binns keeps Disney and our characters relevant with tastemakers and serves up an aspirational halo effect with consumers."
Binns designed a raft of "Alice"-themed products in jewelry and couture. Six jewelry pieces inspired by Alice, the Mad Hatter, the Red Queen, the White Queen and the White Rabbit, called "Tom Binns for Walt Disney Signature," will sell at luxury retailers and boutiques next spring for $1,000 to $3,000.
A second line, "Tom Binns for Disney Couture," comprises 35 pieces using photo inlay with lace accents and Swarovski crystal details. The retail prices start at $50, going up to $250; it will be available at department stores and specialty boutiques worldwide next year, per Disney.