The Walt Disney Company UK is to kick off a special Disney Princess retail initiative - Royal Celebration - a month before the Royal Wedding on April 29th.
The Royal Celebration will see Disney offering a variety of Disney Princess products across multiple categories. In addition, Cinderella will also be available on DVD for the first time in over five years for a limited time.
The special edition Cinderella will be released on April 4th and distributed for a month in the UK. The launch will mark the first time that Walt Disney Studios Home Entertainment has released a moratorium title from the Disney Vault ahead of schedule.
The UK will be the only market in the world to launch Cinderella in 2011.
"The Royal Wedding is a once in a generation opportunity and the Disney Princess franchise fits perfectly with the occasion," said Mike Stagg, VP of sales, UK and Ireland for The Walt Disney Company. "From Disney Princess party items to dress-up, music, video games and the special release of Cinderella on DVD, we're confident our offering will give retailers the right products to leverage the heightened consumer interest in all things Princess."
Disney is planning to support the initiative through online and its TV channels, while TV and print advertising will also run.