Distribution and marketing - other promotional opportunities

Props from the film were displayed in an "Alice in Wonderland" exhibit at Comic-Con. These costumes featured in the exhibit included the Red Queen's dress, chair, wig, spectacles and scepter; the White Queen's dress, wig and a small model of her castle; the Mad Hatter's suit, hat, wig, chair and table; Alice's dress and battle armor, and other props such as "drink me" bottles, the keys, an "eat me" pastry and stand-in models of the White Rabbit and March Hare.

On July 23 2009, almost a year before the film was released, Disney Interactive Studios announced that a video game based on the film, developed by French game studio Étranges Libellules, would be released in the same week as the film for the Wii, Nintendo DS and Windows PC, with the soundtrack being composed by veteran video games music composer Richard Jacques.