Walt Disney’s vision about licensing and merchandising was totally against what we call “brand slapping”: a Disney branded product must be relevant, eye-catching, possibly innovative, always gifted by a wow-effect.
The opposite of stiching a brand on a cap, or printing a character on a t-shirt, which seems to be the easiest way to mainstream licensing, especially when you are one of the most ubiquitous licensors worldwide and royalties earnings are your bottomline.
Le Creuzet tried it harder, and came out with a beautiful example of remarkable product. In the occasion of the 80th anniversary of Snow White, the French-born specialist in cookware and cocottes (for the non-French speaking, and non-foodies: a fancy word for a casserole dish) launched a limited edition of a Snow White and The Seven Dwarfs themed cookware mini range.
A giant cast iron cocotte in the shape of a red apple, coming with a coordinated tea towel, retailed at 230$, is a really tempting Christmas gift not only for Disney fans. For those looking for a less expensive option, but want the same magic, a smaller cocotte, always apple shaped is availeble for 55$.
The range is a perfected version of the previous Le Creuzet homage to Beauty and the Beast early this year, where a special maquillage and a “Be Our Guest” caption drove a less magical message than this amazing Snow White red apple.
Unfortunately available only for Christmas at Saks, featuring Snow White as a Christmas theme, or on Le Creuzet online store as a limited edition.
Magic needs its limits.