Disney Consumer Products partnered up with Hot Topic Inc. for the promotion of the film ALICE IN WONDERLAND. Disney tried to target consumers between the ages of 18-34 instead of the usual 6-11 age group. Hot Topic sold a line of Alice in Wonderland inspired clothing and accessories as an innovative way to bolster promotional efforts for the film while demonstrating that the Disney brand isn`t as princess-like as many consider them to be. Some Hot Topic stores in the Los Angeles area gave themselves a visual makeover that included an entrance designed to mimic a rabbit hole. The promotion ran for the first quarter of 2010.