, written by Newbery honor author Gail Carson Levine, will be backed by a major ad campaign and an eight-country author tour. The company's marketing plans include print ads in , and as well as a tie-in with Borders bookstores to create a Disney Fairies-themed electronic gift card.
The Disney Fairies launch "makes a lot of sense based on the success of the princess line," says youth marketing expert Julie Halpin, CEO of the Geppetto Group. "Fairies are definitely appealing to girls these days, and if you couple that with Disney's marketing machine, the fairy line is a sure thing."
"We see tremendous potential with Disney Fairies," Iger said in a statement. "We believed it will become one of the Walt Disney Company's most successful properties."
Disney Fairies Fashion boutique is free to download for iOS devices that have a front facing camera. However, to accelerate game play you need to make in-app purchases of Diamonds, Pixie Dust and materials which cost real money.