Brand Extensions: Might We Soon Have to Pay Extra For Products Free of the Disney Brand?

Just kidding - for the moment. The Disney brand is ubiquitous and its reach is growing. Not only that, so are the company's sales and profits. The question 'what is a brand extension too far?' is on their minds, but so is 'what is the next segment we can enter?' Abe Sauer comments in Brand Channel on the Mouse's insatiable appetite for market share:

"The world of Disney brand extensions are a little like the US federal budget. Every year it grows and grows and becomes an increasingly impossible thing to keep track of with nobody remembering why certain additions were made and almost no hope in sight of a contraction.

Two recent announcements only add the the expanding amount of Disney-branded merchandise available to our nation's children, both the child and adult variety.

First, jumping on the healthily kids bandwagon, Disney is partnering with Golden Sun Marketing to produce fresh fruit products, such as sliced apples, cheese and grape combinations, in packages featuring Disney characters — packaging that riffs on one character in particular, whose ears come in handy:

John King, director of food for Disney Consumer Products, said of the endeavor, "By forging relationships directly with leading suppliers and growers, we’re one step ahead in building on this strong foundation. We’re reaching even more families through an expanded product offering with the positive message of eating more fruits and vegetables."

Just one more market sector falling under the Disney umbrella. (Disney umbrella? $14.95 at Amazon.)

But the Disney Consumer Products division isn't just all about the kiddies. The brand is also now releasing a brand extension designed to take girls from prince-awaiting Disney princess to real-life bridezillas grown-up Disney princesses.

Disney licensee and bridal gown designer Alfred Angelo has unveiled the "Cinderella Platinum Wedding Gown," part of his Disney Fairy Tale Weddings collection (frog — and prince — not included).

No wonder the seemingly unstoppable Disney saw profits increase 54% in the first quarter. At this rate, we will all soon be driving our children to King Arthur Academy via the Donald Duck Turnpike in our Goofymobiles.