Fairy-tale wedding? Disney can supply the gown

Walt Disney Co. has made a fortune out of turning little girls into princesses. Now it plans to turn big girls into princesses, too.

In a move to expand the reach of one of its most popular franchises, Cinderella and her regal friends are moving into the bridal business with a line of wedding dresses and accessories. Disney has teamed up with couture bridal designer Kirstie Kelly to transform blushing brides into their favorite princesses, complete with billowing gowns and crystal tiaras. At a cost of $1,100 to $3,000 for each gown, brides will be able to walk down the aisle in dresses inspired by Cinderella, Snow White, Belle, Sleeping Beauty, Jasmine or Ariel.

As Kelly sees it, Cinderella is "classic glamour" — the dresses in her line come in high-shine satin with ball-gown skirts and make generous use of silver embroidery and crystals. Snow White has a slightly more conservative look dubbed "sweet elegance." Ariel and Jasmine models are considerably racier. Ariel, who played the title role in "The Little Mermaid," has a "sultry allure" and is "comfortable showing her body." Jasmine, from "Aladdin," is "bohemian chic," and her various dresses are big on sheath and lace. In all, Disney will offer 34 princess designs for its first season.

The new wedding gowns, which will go on sale made-to-order at bridal boutiques in North America in June, are an effort by Disney to extend its line of princess paraphernalia to older consumers. Created in 2001 when the company's consumer-products division started packaging its female characters, Disney Princess has grown into a craze among little girls that is fast approaching annual sales of $3.5 billion from costumes, dolls, bedroom furniture and other regalia.

In thinking of ways it could reach outside the core princess crowd of 3- to 6-year-olds, Disney homed in on women who had grown up with the characters. Brides seemed an obvious target.

"Most brides, even the cynical ones, want to be a princess on their wedding day and see their husband-to-be as Prince Charming," Kelly said recently at her bridal boutique in the upscale Brentwood district of Los Angeles. To date, there are no plans to offer prince costumes for grooms.

But don't expect the gaudy princess costumes that kids run around in. Kelly says her designs are more about capturing the "mood" of the princess than creating an exact replica of each of the cartoon characters' outfits.