I thought Disney was a genius, given how it created T-shirts and merchandise that people bought and paraded for other eyes to see. 

Turns out I was wrong!

Disney is a genius because it learned to multiply its marketing instead of growing its messaging linearly. 

With its concept of matching T-shirts (something I’ve seen rarely with other brands), Disney is multiplying its wins because:

1. People are getting their friends and families to also buy these matching T-shirts
2. Now, almost entire groups of friends (and not just one other member) go to Disney theme parks and resorts wearing these T-shirts
3. People buy multiple sets since they normally spend 2–3 days at Disney
4. People pose for photos with these matching messages that get more attention than just individual Disney T-shirts

Disney isn’t selling a T-shirt to a happy customer. It’s selling a uniform for the whole family to wear when they take a trip to the happiest place on earth.