Beauty and the Beast: beyond merchandising

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Disney has already given us plenty of lessons in how to heighten expectations – and fashion buzz – by using halo licenses, collaborations and brand tie-ins just in time for the release of new adaptations of beloved Disney classics. With Maleficent, Cinderella, Alice Through the Looking Glass and, now, Beauty and the Beast, the last four years have seen a crescendo of big names using the visibility of merchandise to join and add weight to Disney’s marketing strategy.

That’s why we believe that a recap of the most interesting products and limited editions realized for this latest release is more than worthwhile. Some of these creations are absolutely out of range for most fans, but the aim is to create a “halo” around the Beauty and the Beast brand to open up merchandising opportunities for Disney’s recently languishing consumer-products division.

Starting with the most expensive – and forgive us for namedropping – we can find Judith Leiber’s glittering, made-in-Italy gold clutch, carried exclusively at Neiman Marcus at a price of $ 6,000. Close behind, Christopher Kane’s limited-edition capsule inspired by the movie, comprising 34 eco-conscious luxury wares for men and women. The collection includes $245 Beast T-shirts and a women’s silk jacket with a blue bow priced at $6,000. Juicy Couture with two super-soft, and super-expensive ($698), Swarovski-adorned jackets in limited edition and special, 500-piece limited edition cookware at Williams Sonoma. Its the first time the kitchenware retailer has teamed up with Walt Disney Studios, offering for $280 a Beauty and the Beast Soup Pot by Le Creuset, in blue enamel and decorated with the movie’s signature rose and an oversized gold knob bearing the inscription, “Be Our Guest”.

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Beauty and the Beast Soup Pot by Le Creuset and Judith Leiber clutch

In the jewelry category, we find Swarovski, which has a long-lasting partnership with Disney. The Beauty and the Beast collection includes earrings, necklaces, bracelets and several rings all featuring the signature rose. In addition, the collection proposes a crystal limited edition of Enchanted Rose sold for $2,690, and a 250-piece sculpture featuring the characters from the animated film of 1991, selling for $14,000. Alex Monroe, the London-based handmade jewellery designer and Carrie K.’s, Singapore jewellery designer, both created special collections inspired by the Disney’s new movie.

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Alex Monroe x Beauty and the Beast

As “Beauty” is one of the main theme of the film, we can’t avoid talking about make-up. There were high expectations of a new collaboration between Disney and MAC but this time the main make-up partner is L’Oréal Paris, launching an entire range of Beauty and the Beast themed lipsticks and nail polishes, complete with limited edition packaging. Confirmed, instead, the collaborations with Gelish MINI and Morgan Taylor.

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L’Oréal Paris x Beauty and the Beast

New Era too, confirmed a new license with Disney, offering a collection of caps featuring styles for both men and women, incorporating details from the film.

On the footwear front, SUPRA unveiled a new collection for men, women and kids that draws inspiration from the iconic enchanted rose, embroidered on red velvet uppers. Two other iconic models pay homage to the movie’s royal flair. ASICS Tiger proposes instead a more minimalist approach, with four tonal color ways of classic running models utilizing a subtle floral detailing on the ankle collar and lining, a single red rose on the heel and Disney logo embossed into the leather.

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SUPRA and ASICS Tiger x Beauty and the Beast

Among the more democratic collaborations we find Uniqlo, presenting a special collection for women and girls with prices ranging from $9.90 for a girls’ T-shirt, to $29.90 for a ladies blouse. MinkPink also proposes a delicate capsule collection boasting blooming rose motifs, sweet slogans and embroidered denim in a soft, romantic palette with prices starting at just under $20.

Last but not least, a complete range of designer products inspired by Disney’s Beauty and the Beast movie can be purchased at HSN, with prices ranging between $14.95 to $799.95.

About Ambra Farioli

Branding consultant and web communication expert, always on the go looking for interesting brands' r-evolution projects. Last but not least, passionate Brand Jam managing editor :-). If you wish to discover more follow me on twitter @Ambra_Farioli