Disney has always been synonymous with entertainment and fun for children and young people, as well as famous characters such as Mickey Mouse, Donald Duck and Goofy. But, did you know that this name can also be associated with bras and underwear? That's what you read! I bet you didn't know this story, did you?
In 1955, the Disney World branch in Anaheim, California, was already one of the main tourist destinations in the United States, with a thriving trade that generated many jobs. However, with the aim of increasing the interest of adults and increasing revenue, the store was inaugurated “The Wonderful Bra Wizard” on the iconic Main Street, the main street of the amusement park.
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Why did Disney decide to invest in a bra store?
The venture arose from a partnership between Disney and Hollywood-Maxwell’s Brassiere Company, a company specializing in the sale of lingerie and corsets. To the surprise of many, this initiative became one of the park's main attractions, receiving praise from several newspapers in the southern United States, such as the Long Beach Press and the Santa Ana Register.
Disney World's decision to establish such a store was prompted by the representation of entrepreneur Herndon J. Norris on the American business scene, who had a major hand in the initiative's marketing and finance. The initial idea of the project was to devise a smart strategy to further increase the popularity of the amusement park.
In addition, the store also served as an excellent platform to present the history of underwear, highlighting its evolution from the Victorian period to the year 1955.
Despite the frenzy caused by the success of the Wonderful Wizard of Bras in disney world, the store was short-lived on Main Street, closing in mid-1956, just six months after it opened.
Graduated in History and Human Resources Technology. Passionate about writing, today he lives the dream of acting professionally as a Content Writer for the Web, writing articles in different niches and different formats.
