In 2004, Disney released a published document originally made in Italy, for preadult girls entitled W.I.T.C.H, which built up the girls’ interest in spell-casting and witchcraft. Moreover, this type of business venture added to the pre-existing criticisms for Disney being antagonistic in promoting family values.
The books were about five girls at the age of 13 to 14 years old, but were considered to be mystical than an average teenager. Additionally, the name W.I.T.C.H is an acronym composed of the first letters of its 5 members, who were “ordinary friends with an extraordinary secret.”They were the following: Cornelia controlled the earth, Taranee over fire, Hay Lin for air, Irma took charge of the elemental water and Will, the leader of W.I.T.C.H, who animated machineries and as well as giving them human like signature personalities.
Since W.I.T.C.H was first launched in 2001, the printed merchandise received an overwhelming response, stated by Robert Iger, President and COO of the Walt Disney Company. Furthermore, the series, which is composed of 9 installments, was dubbed as the “fastest growing girls’ comic magazine”, published in monthly intervals in over 64 outlets and translated in over 27 languages.
A site, ac18.org, claimed that these books will eventually lead to the occult practices for some adolescents, because Lucifer only wanted a person’s life to be surrounded with things that can divert one’s attention to fulfill God’s works. Moreover, he fills the world with dreams and illusions that can only deceive humanity.
On the Disney W.I.T.C.H site, each of the five leading characters has a specific page with detailed information about them. Among others, the website also contains astrological signs corresponding to a person’s birth sign.
Ultimately, Disney garnered 50 fan sites in response to the W.I.T.C.H craze and consumer-products were tailored to fit the tweens demanding for more W.I.T.C.H.