Big Shake Up In the Princess World

Mulan: Hasbro on the left and Mattel on the right.

Mulan: Hasbro on the left and Mattel on the right.

A big shake up in the world of twelve inch princesses – the license for the Disney dolls has shifted from one toy giant to another. What does this mean for the toy industry, but more importantly, what does this mean for your child and the marketing coming our way?

Via Bloomberg, “Hasbro’s researchers talked to thousands of girls at the company’s Pawtucket headquarters, as well as in Hong Kong, London, and Los Angeles, and found that girls thought about princesses in much the same way that boys viewed superheroes. Sometimes they liked a character because of her dress; other times they focused on her abilities, such as archery and sword fighting (Merida, from Brave) or the ability to conjure ice and snow (Elsa). “Sometimes they want a prince, sometimes there is no need for a prince,” says Frascotti. Disney didn’t have to reimagine the princesses, it turned out. Girls had already done it themselves. The dolls had just never been marketed like that.
You don’t say.
Disney wants more empowered heroines. Can princesses pull that off? Well, Andrea Hopelain is VP for global brand strategy at Hasbro, who now holds the coveted princess doll license, is quoted in the piece saying “We can reintroduce Mulan. We can play up that Tiana is a great cook.”
Tiana was a great cook. But in 2016, parents – and their girls – are looking for toy companies to play up that Tiana was a savvy female entrepreneur who went after her dream and became a dedicated business owner. Her business happens to be cooking.
There is a difference, and that difference is a very important one when we’re talking about empowerment and little girls.

Melissa headshot 1 fb sizeMelissa Atkins Wardy is a speaker, media consultant, and the author of Redefining Girly: How Parents Can Fight the Stereotyping and Sexualizing of Girlhood, from Birth to Tween. She is the creator and owner of Pigtail Pals & Ballcap Buddies, a company that has been offering empowering apparel and gifts to Full of Awesome kids since 2009

Find her at You can connect with her on Facebook (Pigtail Pals Ballcap Buddies) and Twitter (@PigtailPals) and Pinterest (Pigtail Pals & Ballcap Buddies).