Why Disney Is Getting Into the Furniture Business

Disney is rolling out a series of rugs, wallpaper, and accessories under the Disney Home umbrella, marking the entertainment mainstay’s foray into home decor.

Most attempts to mix pop culture and furniture end up tacky and conceptually overwrought, but what if we told you that Disney’s debut furniture line is subtle enough to not elicit too many eye rolls? The entertainment behemoth recently rolled out its inaugural collection of Disney Home offerings in Europe, consisting of rugs, wallpaper, and accessories. Each piece contains the typical trappings of Disney—think wall-mounted shelving shaped like mouse ears and rugs adorned with doodles of Rebel Alliance Starfighters—but is covert enough to not dominate their surroundings. 

The question remains: Why is Disney venturing into furniture? Sales, mostly—with the recent shift toward remote work, home decor has ballooned into a $682 billion industry. Compare that to the global box office, which brought in a paltry $21 billion last year and still hasn’t fully bounced back from pandemic closures. And by introducing an “expansive” line of licensed products that appeal to buyers of all incomes, Disney is intent on capturing the biggest possible piece of that pie. 

“It brings together what fans might expect—such as kids’ bedding—alongside bespoke design pieces and one-off collaborations,” says a Disney spokesperson. “The product collections consistently evolve to complement every interior style and budget, but are united in their objective of bringing fun, joy, and escapism into people’s homes.” Disney Home will be sold at retailers including Amazon, Wayfair, and Ruggable, and will even offer gilded Mickey Mouse figurines by pop sculptor Leblon Delienne at Selfridges. Though details are under wraps for now, Disney will expand the line with pricier “aspirational furniture” and bespoke pieces for its global launch.

Dabbling in home decor may seem like a logical next step for the House of Mouse, which recently announced the opening of mixed-use “storyliving” communities across the United States and a Star Wars–themed hotel priced at a cool $5,000 per night. It remains to be seen whether Disney Home will become a strategic home decor brand or simply an umbrella group to unify the new collection with its existing lineup of gift-shop homewares, but the omnipresence of Disney—and its ambitions to leave an even bigger stamp on the built environment—practically guarantees you’ll encounter one of its products in due time. 

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