An Inside Look at the Design Process Behind Disney's New Merchandise Collection

By Tom Higgins

Disney’s annual merchandise collection is back, and it’s better than ever. Each year, the folks at Disney come up with a themed collection of merchandise for its parks in order to commemorate its beloved heritage. Two years in the making, the design process began with a style guide that allowed designers to create a wide range of products in a common theme.

Dan Howard, senior creative director with Disney Consumer Products and Interactive Media Creative Group, talked about the creative process and explained how creators looked to contemporary trends in design for inspiration.

“This year’s artwork has a handcrafted, tonal look with nods to the rich heritage of The Walt Disney Company. This design approach gave merchandisers many options for making stylish new products that appeal to even more Guests,” he said on Disney Parks Blog.

The beloved annual merchandise collection returns to Disney Parks with a fresh new look! Read more: https://t.co/3FygT1BuNd pic.twitter.com/NqW3XcDqCb

— Disney Parks (@DisneyParks) February 7, 2018

In order to create merchandise with cohesive designs, product developers used elements from the style guide including graphics, colors and patterns. Combining these elements with images of famous Disney landmarks and its most popular characters, developers came up with a wide range of products for the 2018 collection. From hats, to collectible figures, to toys, apparel and beyond, the collection is bound to have something for everyone.

The apparel in particular is impressive. Using modern fashion trends as inspiration, designers managed to come up with some great options for adults and kids alike.

The collection is also notable for its playfulness, which isn’t so surprising as far as Disney is concerned—the brand has been a creative powerhouse for decades. Howard commented on this as well: “We interjected some playfulness into the designs by using iconic items from Disney Parks such as Chip and Dale hiding under an oversized Mickey Mouse ear hat. It became a plush figure and a holiday ornament.”

If this merchandise collection is any indication, it looks like 2018 is going to be a great year for Disney.