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Strategy January 31, 2019

Disney Launches Web Store That Lets Consumers Personalize Branded Merchandise

By  Christopher Ruvo

Disney is jumping into the online swag personalization business – and that could have negative implications for some companies in the screenprinting/promotional products industry.

In a blog announcement this week, Disney said it has launched an online store featuring authentic Disney apparel and gear that anyone can personalize using a web-based design tool.

“Adding personalization to merchandise with official Disney fonts is easy to do,” the blog says. “Once you have found the item you want to personalize, just check the ‘Add Personalization’ box. A pop-up box will appear where you can add your family’s name.”

Disney doesn’t miss many opportunities to monetize its brand. And so, the multinational mass media and entertainment conglomerate must have realized – as you’ve likely done too – that countless visitors to Disney parks have special Disney-themed T-Shirts printed up for their trip. Family names, school group names, honeymoon themes – all such things are commemorated on tees that have been produced by non-Disney-owned print companies large and small.

As such, Disney wasn’t getting a piece of the pie. But now, Disney is effectively looking to nix the middleman and capture at least a share of the personalization business. Sure, not everyone is going to go directly to Disney for their family trip shirts. But you better believe a lot of folks will.

Notably, items that can be personalized include more than just T-Shirts and tops, of which there were a bunch when Counselor checked in on the web store. There are also sweatshirts, luggage tags, bracelets, Mickey hats and tote bags.

“Created especially for the online store, the authentic apparel and gear contains exclusive artwork with intricate details and designs,” Disney says on the blog. “You’ll find several art styles featuring Mickey Mouse and friends along with icons from Disney Parks such as Sleeping Beauty Castle or Cinderella Castle.”

Disney expects to add more items in the spring.