This was the first time the characters would be marketed in a separate franchise than their original films. Mooney decided that, when featured on marketing advertisements such as posters, the princesses should never make eye contact with each other in an attempt to keep their individual "mythologies" intact. "[Each] stares off in a slightly different direction as if unaware of the others' presence."[4]
Despite limited advertising and no focus groups, the various Disney Princess items released became a huge success.[4] Sales at Disney Consumer Products rose from $300 million in 2001 to $3 billion in 2006.