Newness is necessary to keep the brand relevant and growing every one to two years. Redesigning the logo was the priority, along with the graphics elements and modernizing the raspberry and pink. The new larger than life character art gave the brand more presence. Along with the Disney Princesses, My First Disney Princess and the Toddler Princesses product lines are developed to maximize retail space. With the relaunch of Cinderella, everything came together with a thought out retail strategy.