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In 2000, Mooney, having recently been made chairman of Disney Consumer Products Worldwide, went to see a Disney on Ice show in Phoenix, Arizona, where he saw little girls dressed as princesses, wearing handmade gowns with mismatched jewelry. Though he noted the deep affection for the characters with which these outfits were made, he imagined that ones assembled professionally by Disney could be lucrative. He packaged the Disney Princesses under a single brand, which sold items such as a yellow organza Belle costume, Sleeping Beauty pajamas and matching accessories. As of 2011, the franchise is a $4 billion-a-year brand featuring 26,000 products.