Abstract

Mary-Kate and Ashley Olsen debuted on US network TV as twin babies in the situation comedy Full House (ABC 1987–95). During that period, a merchandising company emerged to capitalize on their prominence via music, books, and videos. When the teenaged twins went on to launch a clothing line, Hollywood Reporter magazine nominated them as “the most powerful young women in Hollywood.” At 18, each was worth over US$130 million, derived from US$1.4 billion in sales (Shade and Porter 2008).