Disney is going Goth for the merchandise tied to Tim Burton’s Alice in Wonderland, according to an article in the Wall Street Journal. With merchandise at a wide range of price points, but centered in the Hot Topic mall chain, the movie tie-ins target an older audience than the typical Disney film.
Among higher end products, Stella McCartney will offer Alice jewelry in her boutiques, Tom Binns’ items (injcluding a $1000 “Smashing Time” tea party necklace) will be available in Macys stores, and Sue Wong Victorian-style frocks (up to $600) will be offered in Neiman Marcus, Saks Fifth Avenue, and other department stores.
The merchandise in Hot Topic, which replaced Twilight displays, is more moderately priced, of course, and includes apparel, jewelry, and accessories.
The music in the movie is also Goth-friendly, with Robert Smith of the Cure singing a song from the 1951 version of the film.
Fans of Burton's films are among the most loyal customers of movie merchandise, with his Nightmare before Christmas, which continues to move merchandise around the world, perhaps the film with highest ratio of merchandise dollars to box office collars of any film.