“I think the success of Tinker Bell might have opened Disney’s eyes to an underserved market, which are pre-tween girls,” says Wade Holden, an analyst with SNL Kagan. The popularity of the spunky Tinker Bell, part of the Disney Fairies empire that includes merchandising (more than 7 million fairy dolls have been sold), books and magazines, likely helped lay the groundwork for the $1 billion showing of Frozen, the top-grossing animated film of all time. PHOTOS: Disney’s ‘ Frozen’ and 19 Other Wintry Movies Pirate Fairy, already playing in international theaters, is on course to match the $60 million in box office that Wings made in 2012. Overseas, especially in Europe and Latin America, the films play in theaters, bringing their total DVD-plus-theatrical gross to north of $335 million worldwide for DisneyToon Studios. DVD sales, a pirate’s booty in a struggling home video economy that has caused many big studios to abandon direct-to-DVD.
But the first four titles - Tinker Bell (2008), Tinker Bell and the Lost Treasure (2009), Tinker Bell and the Great Fairy Rescue (2010) and Secret of the Wings (2012) - each were made for $30 million to $35 million and together have grossed $225 million in U.S. Those who aren’t parents of young girls probably have never heard of the Tinker Bell movies. Hendricks voices the new fairy Zarina in the latest installment, The Pirate Fairy, a Peter Pan prequel that was released April 1 in the U.S. She wasn’t promoting the final season of Mad Men but rather her role in a far more valuable yet mostly undercover franchise: Disney’s Tinker Bell animated film series. On a windy Saturday afternoon in March, Christina Hendricks, draped in a cashmere-wool, coral-colored coat, walked a red carpet at a premiere in Los Angeles.
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