Disney Princesses: The Gateway Drug

I just received a press release (excerpted below) below from the Disney Store. Those  pseudo-empowering” Rapunzels and Belles are just  bait-and-switch for trusting parents. The big money–the REAL money (the $5 BILLION a year) is creating and selling to what here is called the “Princess Fashionista” and then keeping her business and loyalty as she reaches the high-spending tweens and beyond.

Interesting  that girls here are no longer encouraged by Disney to live HAPPILY ever after but STYLISHLY ever after. Hence my theory that really, the thing to be concerned about these days is NOT the rescued-by-the-prince fantasy  so much as the way today’s Princess culture  girls to a of femininity that is  sexualized, narcissistic, self-objectifying, vain, commercialized, self-objectifying….and need I say UNHEALTHY?

 

Fashionistas receive the royal treatment with an enchanted evening of pampering and accessorizing, Disney-style

PASADENA, Calif., September 7, 2011–Disney Store will celebrate New York City’s Fashion’s Night Out with an event fit for royalty, inspiring its guests to live ‘stylish ever after’. Disney Store Times Square will host an array of fashionably fun festivities on September 8, 2011 from 4 p.m.-11 p.m., highlighting the newest Disney-inspired lifestyle product lines. Guests will be treated to a magical evening including free mini-manicures with the new runway-inspired Disney Princess Designer Collection nail polish, featuring hues ranging from Snow White’s luscious apple red to Belle’s gleaming gold. Guests will be able to customize their very own bracelet at the Kidada for Disney Store charm bar, and be the first to get a sneak preview of the latest Disney Store fragrance inspired by Tinker Bell—Pixie Dust.

“We’ve created products that tell Disney stories with a fashion-forward spin with the goal to keep our guests excited and looking forward to what is coming up next,” said Robin Beuthin, vice president of creative for Disney Store North America.

Disney Store’s new Pixie Dust fragrance…captures Tinker Bell’s personality perfectly – it charms with a subtle sweetness yet it also has a hint of sassiness that we love about the beloved Disney character.  Pixie Dust comes as a range of personal products including Eau de Toilette, Body Mist and Body Lotion, available in all Disney Store locations in fall 2011. Gift sets with body glitter, a roll on Eau de Toilette and lip gloss will also be available.

Here are some of the new products:

 

Yes, this is for your preschooler.

 

No that is not the new OPI line. It is, again, for your preschooler .

And, oh no, look what they’ve done to poor Mulan!!!

 

 

Sigh. Honestly, do you WANT your 3-year-old to be “fashion forward?” Do you want her even to know what that phrase means? And by the by, why does a preschooler need perfume, let alone one with a “sassy” edge?  Don’t children  smell perfectly delicious as they are (assuming they are potty trained)?

Oh, and in other Mouse House news, Andy Mooney, creator of the Disney Princess line and head of consumer licensing for the past 12 years, resigned yesterday. Unclear where he will go but in an email to  his staff and colleagues he wrote, Together, we have radically changed the licensing business.” Damn. You can say that again.