Corporate Disney has used integration as their leading marketing strategy since the 1950's. It is their process of linking their movies and corresponding merchandise together to gain the max amount of profits (Davis 2006). "Largely driven by marketing goals, Disney crafts highly stylized, and naturalistic graphics with realistic narratives that are entertaining and persuasive;" they also use visual metaphors, naturalistic scenes, and the anthropomorphism of animals to appeal to viewers (Budd and Kirsch 2005).
In 1936 Walt Disney said that their primary audience was women and in the 1980's the company said their main audience was family. According to Amy Davis, the author of Good Girls and Wicked Witches, Disney’s main audience has been young children, particularly young girls (2006). It is important to understand that marketing films and products towards children is a strategy that works and many people are oblivious to the how destructive and coercive it is. Davis also goes on to explain more about the Princess Colletion,
There has been a growing tendency on Disney's part to portray its various female heroines as friends and peers in a marketing ploy for its film related merchandise, particularly with the kinds of merchandise it sells at the Disney Store. At the turn of the twenty-first century, a highly successful and persuasive new marketing trend has been the grouping together of such characters as Snow White, Princess Aurora, Belle, Ariel, and Jasmine into what the Disney Corporation calls "The Princess Collection." The marketing of the "Princess Collection" seems to be an attempt by Disney to reconstruct its image as a friend and supporter of women's solidarity.
