Disney Villains
It sits on the children's shelf. But adults are the ones buying it – and that changes everything.
Techbox, Thessaloniki
It looks like a children's category – it is not
The Disney villains sit on the same shelves as the princesses and Mickey. Their audience, however, is an entirely different one.
Maleficent, Ursula, Cruella and the Evil Queen do not function as children's heroes. They function as style icons: gothic aesthetic, dramatic silhouette, dark colours.
Which is why this category does not sell toys. It sells apparel in adult sizes, mugs, jewellery, homeware and display figures.
The buyer is usually an adult buying for themselves – not a parent looking for a gift.
If you are looking for something for a child from the Disney world, Disney Princess is the right category.
Each one has a symbol – and it sells on its own
This is the second unusual thing about the category.
Most characters need their face to be recognised. Disney villains do not.
Maleficent's horns, Ursula's tentacles, Cruella's half-black, half-white hair, the poisoned apple – these are standalone graphics. They work on a t-shirt, mug or print with the character nowhere in sight.
In practice: symbol-based products are more understated and suit an adult who does not want a large printed face. They are often the better gift.
Who is who
Horns, green skin, black and purple. From Sleeping Beauty. The most popular by a wide margin.
Purple, tentacles, white hair. The sea witch from The Little Mermaid.
Half-black, half-white hair. From 101 Dalmatians. Strong in apparel and fashion.
Crown and red apple. From Snow White – Disney's first villain.
With the snake staff, from Aladdin.
The lion with the scar, and the god with the blue flaming hair.
You will also find Captain Hook, Oogie Boogie from The Nightmare Before Christmas, and the Queen of Hearts from Alice in Wonderland.
The films – and what is actually coming
Disney has worked out that villains sell films. Two have already been made:
Maleficent (2014) and its sequel (2019), with Angelina Jolie – Sleeping Beauty told from her side.
Cruella (2021), with Emma Stone – her origin story, set in 1970s fashion.
And here honesty is needed: you will read about Maleficent 3 and Cruella 2. Both have been in development for years, with no date and no movement.
Do not count on them. If someone is buying in anticipation of a new film, they are better off knowing.
What is actually happening during 2026: a new "Descendants" series on Disney+ following the villains' children, and Te Kā returning in the live-action Moana.
And for collecting: a new official Disney Villains collection launched in August 2026 – apparel, accessories, drinkware and collectibles featuring Maleficent, Ursula, Cruella and the Evil Queen.
What to choose
- Apparel: in adult sizes – the strongest line here.
- Figures & Funko POP: Maleficent first by a margin.
- Mugs & homeware: with symbols and quotes – understated.
- Jewellery & accessories: horns, apples, small motifs.
- Posters & art prints: the gothic look works on an adult wall.
If it is a gift and you are unsure: something with a symbol rather than a face. It is easier to wear and suits more people.
Same aesthetic: The Nightmare Before Christmas and Beetlejuice.
Frequently asked questions
- Is it for children or for adults?
- Mostly for adults. The films are family viewing, but Disney Villains products are aimed at an adult audience: gothic aesthetic, apparel in adult sizes, mugs and homeware. For a child, Disney Princess is the more suitable category.
- Which character sells the most?
- Maleficent, by a wide margin – the horns and the black, purple and green combination are among Disney's most recognisable designs. Ursula and Cruella follow.
- What should I buy if I do not know their favourite?
- Something with a symbol rather than a face – horns, an apple, tentacles. They work on their own, are more understated, and are easier to wear than a large printed portrait.
- Is Maleficent 3 or Cruella 2 coming?
- Both have been in development for years, with no date and no recent movement. You will find plenty of articles about them, but nothing confirmed – better not to count on either.
- Is there anything new during 2026?
- Yes. A new official Disney Villains collection launched in August 2026, a new "Descendants" series following the villains' children, and Te Kā returns in the live-action Moana.
