If you want to create a psychological horror video game, a whimsical brand of organic tea, a dark academia clothing line, or a new fantasy novel, there is one intellectual property that towers above all others as the ultimate creative canvas: Alice in Wonderland.
Originally published by Lewis Carroll in 1865 under the title Alice’s Adventures in Wonderland, this literary masterpiece of nonsense has been in the public domain for generations. Its characters—from the manic Mad Hatter to the philosophical Cheshire Cat—belong entirely to the world.
Because of this, creators have radically remixed her story for over a century. We’ve seen psychedelic rock songs, gritty steampunk merchandise, and gothic video games like American McGee’s Alice.
But if you are planning to build your own Wonderland-themed commercial project, you are stepping onto a legal chessboard. While Lewis Carroll’s world is free, The Walt Disney Company’s highly specific 1951 animated film is not. Here is how to navigate the ultimate “Disney Trap” and design with Alice safely.
The Great Blue Dress Trap: The Myth vs. The Victorian Reality
When you ask anyone to describe Alice, they will tell you the exact same thing: a sweet-faced girl in a bright blue dress with a white pinafore apron, a black headband, and blonde hair.
Here is the twist: That design is owned by Disney.
If you sell merchandise, publish an illustrated book, or release a game featuring an Alice designed with that specific combination of a blue dress and white pinafore, Disney’s legal team has a very strong case against you for copyright infringement.
What the Original Alice Actually Looked Like
In the original 1865 novel, the legendary black-and-white illustrations were drawn by Sir John Tenniel. Because they were uncolored, the dress was open to interpretation.
When the first authorized colored versions of the book were released in the late 19th and early 20th centuries, Alice didn’t wear blue:
- In The Nursery “Alice” (1889), which featured colored covers hand-checked by Lewis Carroll himself, Alice’s dress was bright yellow.
- In other early colored editions, she was frequently depicted in red, pink, or olive green.
By choosing a yellow, red, or patterned Victorian dress for your Alice, you instantly bypass Disney’s copyright grip while proving your absolute authenticity to vintage book lovers.
Creator Blueprint: “Can” vs. “Can’t” for Wonderland Designs
What You Can Do:
- Use the original text and plot points: You can reprint, record audiobooks of, or write direct sequels to Alice’s Adventures in Wonderland (1865) and Through the Looking-Glass (1871). The rabbit hole, the mad tea party, the flamingo croquet game, and the trial are all free game.
- Use John Tenniel’s original illustrations: You can print Tenniel’s iconic engravings (like the Cheshire Cat sitting in the tree or the Mad Hatter in his 10/6 hat) directly onto merchandise, clothing, and posters.
- Create dark or radical retellings: You are legally free to turn Alice into a grimdark horror protagonist, an astronaut, or a cyberpunk hacker, provided your designs are derived from the 1865 book and not later protected films.
What You Cannot Do:
- Copy Disney’s iconic character designs: You cannot copy the pink-and-purple striped Cheshire Cat, the chubby twin designs of Tweedledum and Tweedledee from the 1951 film, or Johnny Depp’s specific makeup and orange-haired look from Tim Burton’s 2010 film.
- Use copyrighted songs or voice clips: You cannot sample music from the 1951 film (like “In a World of My Own” or “The Unbirthday Song”), or use exact script lines written specifically for the movie adaptations.
- Evoke Disney branding: You cannot label your product in a way that suggests it is an official Disney product. Your logos, fonts, and tags must look entirely independent.
Are you falling down the rabbit hole?
Wonderland represents a world of limitless imagination that the law has officially set free. Are you planning to design a cozy tea brand, or are you outlining a dark modern graphic novel adaptation?