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What’s Wrong With Cinderella?

By PEGGY ORENSTEIN
Published: December 24, 2006

I finally came unhinged in the dentist’s office — one of those ritzy pediatric practices tricked out with comic books, DVDs and arcade games — where I’d taken my 3-year-old daughter for her first exam. Until then, I’d held my tongue. I’d smiled politely every time the supermarket-checkout clerk greeted her with “Hi, Princess”; ignored the waitress at our local breakfast joint who called the funny-face pancakes she ordered her “princess meal”; made no comment when the lady at Longs Drugs said, “I bet I know your favorite color” and handed her a pink balloon rather than letting her choose for herself. Maybe it was the dentist’s Betty Boop inflection that got to me, but when she pointed to the exam chair and said, “Would you like to sit in my special princess throne so I can sparkle your teeth?” I lost it.Skip to next paragraph
“Oh, for God’s sake,” I snapped. “Do you have a princess drill, too?”
She stared at me as if I were an evil stepmother.
“Come on!” I continued, my voice rising. “It’s 2006, not 1950. This is Berkeley, Calif. Does every little girl really have to be a princess?”
My daughter, who was reaching for a Cinderella sticker, looked back and forth between us. “Why are you so mad, Mama?” she asked. “What’s wrong with princesses?”
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Diana may be dead and Masako disgraced, but here in America, we are in the midst of a royal moment. To call princesses a “trend” among girls is like calling Harry Potter a book. Sales at Disney Consumer Products, which started the craze six years ago by packaging nine of its female characters under one royal rubric, have shot up to $3 billion, globally, this year, from $300 million in 2001. There are now more than 25,000 Disney Princess items. “Princess,” as some Disney execs call it, is not only the fastest-growing brand the company has ever created; they say it is on its way to becoming the largest girls’ franchise on the planet.
Meanwhile in 2001, Mattel brought out its own “world of girl” line of princess Barbie dolls, DVDs, toys, clothing, home décor and myriad other products. At a time when Barbie sales were declining domestically, they became instant best sellers. Pink, it seems, is the new gold.
When my own girl makes her daily beeline for the dress-up corner of her preschool classroom — something I’m convinced she does largely to torture me — I worry about what playing Little Mermaid is teaching her. I’ve spent much of my career writing about experiences that undermine girls’ well-being, warning parents that a preoccupation with body and beauty (encouraged by films, TV, magazines and, yes, toys) is perilous to their daughters’ mental and physical health. Am I now supposed to shrug and forget all that? If trafficking in stereotypes doesn’t matter at 3, when does it matter? At 6? Eight? Thirteen?
On the other hand, maybe I’m still surfing a washed-out second wave of feminism in a third-wave world. Maybe princesses are in fact a sign of progress, an indication that girls can embrace their predilection for pink without compromising strength or ambition; that, at long last, they can “have it all.” Or maybe it is even less complex than that: to mangle Freud, maybe a princess is sometimes just a princess. And, as my daughter wants to know, what’s wrong with that?
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The rise of the Disney princesses reads like a fairy tale itself, with Andy Mooney, a former Nike executive, playing the part of prince, riding into the company on a metaphoric white horse in January 2000 to save a consumer-products division whose sales were dropping by as much as 30 percent a year. Both overstretched and underfocused, the division had triggered price wars by granting multiple licenses for core products (say, Winnie-the-Pooh undies) while ignoring the potential of new media. What’s more, Disney films like “A Bug’s Life” in 1998 had yielded few merchandising opportunities — what child wants to snuggle up with an ant?
It was about a month after Mooney’s arrival that the magic struck. That’s when he flew to Phoenix to check out his first “Disney on Ice” show. “Standing in line in the arena, I was surrounded by little girls dressed head to toe as princesses,” he told me last summer in his palatial office, then located in Burbank, and speaking in a rolling Scottish burr. “They weren’t even Disney products. They were generic princess products they’d appended to a Halloween costume. And the light bulb went off. Clearly there was latent demand here. So the next morning I said to my team, ‘O.K., let’s establish standards and a color palette and talk to licensees and get as much product out there as we possibly can that allows these girls to do what they’re doing anyway: projecting themselves into the characters from the classic movies.’ ”
Mooney picked a mix of old and new heroines to wear the Pantone pink No. 241 corona: Cinderella, Sleeping Beauty, Snow White, Ariel, Belle, Jasmine, Mulan and Pocahontas. It was the first time Disney marketed characters separately from a film’s release, let alone lumped together those from different stories. To ensure the sanctity of what Mooney called their individual “mythologies,” the princesses never make eye contact when they’re grouped: each stares off in a slightly different direction as if unaware of the others’ presence.
It is also worth noting that not all of the ladies are of royal extraction. Part of the genius of “Princess” is that its meaning is so broadly constructed that it actually has no meaning. Even Tinker Bell was originally a Princess, though her reign didn’t last. “We’d always debate over whether she was really a part of the Princess mythology,” Mooney recalled. “She really wasn’t.” Likewise, Mulan and Pocahontas, arguably the most resourceful of the bunch, are rarely depicted on Princess merchandise, though for a different reason. Their rustic garb has less bling potential than that of old-school heroines like Sleeping Beauty. (When Mulan does appear, she is typically in the kimonolike hanfu, which makes her miserable in the movie, rather than her liberated warrior’s gear.)
The first Princess items, released with no marketing plan, no focus groups, no advertising, sold as if blessed by a fairy godmother. To this day, Disney conducts little market research on the Princess line, relying instead on the power of its legacy among mothers as well as the instant-read sales barometer of the theme parks and Disney Stores. “We simply gave girls what they wanted,” Mooney said of the line’s success, “although I don’t think any of us grasped how much they wanted this. I wish I could sit here and take credit for having some grand scheme to develop this, but all we did was envision a little girl’s room and think about how she could live out the princess fantasy. The counsel we gave to licensees was: What type of bedding would a princess want to sleep in? What kind of alarm clock would a princess want to wake up to? What type of television would a princess like to see? It’s a rare case where you find a girl who has every aspect of her room bedecked in Princess, but if she ends up with three or four of these items, well, then you have a very healthy business.”
Every reporter Mooney talks to asks some version of my next question: Aren’t the Princesses, who are interested only in clothes, jewelry and cadging the handsome prince, somewhat retrograde role models?
“Look,” he said, “I have friends whose son went through the Power Rangers phase who castigated themselves over what they must’ve done wrong. Then they talked to other parents whose kids had gone through it. The boy passes through. The girl passes through. I see girls expanding their imagination through visualizing themselves as princesses, and then they pass through that phase and end up becoming lawyers, doctors, mothers or princesses, whatever the case may be.”
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At the grocery store one day, my daughter noticed a little girl sporting a Cinderella backpack. “There’s that princess you don’t like, Mama!” she shouted.
“Um, yeah,” I said, trying not to meet the other mother’s hostile gaze.
“Don’t you like her blue dress, Mama?”
I had to admit, I did.
She thought about this. “Then don’t you like her face?”
“Her face is all right,” I said, noncommittally, though I’m not thrilled to have my Japanese-Jewish child in thrall to those Aryan features. (And what the heck are those blue things covering her ears?) “It’s just, honey, Cinderella doesn’t really do anything.”
Over the next 45 minutes, we ran through that conversation, verbatim, approximately 37 million times, as my daughter pointed out Disney Princess Band-Aids, Disney Princess paper cups, Disney Princess lip balm, Disney Princess pens, Disney Princess crayons and Disney Princess notebooks — all cleverly displayed at the eye level of a 3-year-old trapped in a shopping cart — as well as a bouquet of Disney Princess balloons bobbing over the checkout line. The repetition was excessive, even for a preschooler. What was it about my answers that confounded her? What if, instead of realizing: Aha! Cinderella is a symbol of the patriarchal oppression of all women, another example of corporate mind control and power-to-the-people! my 3-year-old was thinking, Mommy doesn’t want me to be a girl?
According to theories of gender constancy, until they’re about 6 or 7, children don’t realize that the sex they were born with is immutable. They believe that they have a choice: they can grow up to be either a mommy or a daddy. Some psychologists say that until permanency sets in kids embrace whatever stereotypes our culture presents, whether it’s piling on the most spangles or attacking one another with light sabers. What better way to assure that they’ll always remain themselves? If that’s the case, score one for Mooney. By not buying the Princess Pull-Ups, I may be inadvertently communicating that being female (to the extent that my daughter is able to understand it) is a bad thing.
“Playing princess is not the issue,” argues Lyn Mikel Brown, an author, with Sharon Lamb, of “Packaging Girlhood: Rescuing Our Daughters From Marketers’ Schemes.” “The issue is 25,000 Princess products,” says Brown, a professor of education and human development at Colby College. “When one thing is so dominant, then it’s no longer a choice: it’s a mandate, cannibalizing all other forms of play. There’s the illusion of more choices out there for girls, but if you look around, you’ll see their choices are steadily narrowing.”
It’s hard to imagine that girls’ options could truly be shrinking when they dominate the honor roll and outnumber boys in college. Then again, have you taken a stroll through a children’s store lately? At Toys “R” Us, aisles of pink baby dolls, kitchens, shopping carts and princesses unfurl a safe distance from the “Star Wars” figures, GeoTrax and tool chests. The relentless resegregation of childhood appears to have sneaked up without any further discussion about sex roles, about what it now means to be a boy or to be a girl. Or maybe it has happened in lieu of such discussion because it’s easier this way.
Easier, that is, unless you want to buy your daughter something that isn’t pink. Girls’ obsession with that color may seem like something they’re born with, like the ability to breathe or talk on the phone for hours on end. But according to Jo Paoletti, an associate professor of American studies at the University of Maryland, it ain’t so. When colors were first introduced to the nursery in the early part of the 20th century, pink was considered the more masculine hue, a pastel version of red. Blue, with its intimations of the Virgin Mary, constancy and faithfulness, was thought to be dainty. Why or when that switched is not clear, but as late as the 1930s a significant percentage of adults in one national survey held to that split. Perhaps that’s why so many early Disney heroines — Cinderella, Sleeping Beauty, Wendy, Alice-in-Wonderland — are swathed in varying shades of azure. (Purple, incidentally, may be the next color to swap teams: once the realm of kings and N.F.L. players, it is fast becoming the bolder girl’s version of pink.)
The infatuation with the girlie girl certainly could, at least in part, be a reaction against the so-called second wave of the women’s movement of the 1960s and ’70s (the first wave was the fight for suffrage), which fought for reproductive rights and economic, social and legal equality. If nothing else, pink and Princess have resuscitated the fantasy of romance that that era of feminism threatened, the privileges that traditional femininity conferred on women despite its costs — doors magically opened, dinner checks picked up, Manolo Blahniks. Frippery. Fun. Why should we give up the perks of our sex until we’re sure of what we’ll get in exchange? Why should we give them up at all? Or maybe it’s deeper than that: the freedoms feminism bestowed came with an undercurrent of fear among women themselves — flowing through “Ally McBeal,” “Bridget Jones’s Diary,” “Sex and the City” — of losing male love, of never marrying, of not having children, of being deprived of something that felt essentially and exclusively female.
A few days later, I picked my daughter up from preschool. She came tearing over in a full-skirted frock with a gold bodice, a beaded crown perched sideways on her head. “Look, Mommy, I’m Ariel!” she crowed, referring to Disney’s Little Mermaid. Then she stopped and furrowed her brow. “Mommy, do you like Ariel?”
I considered her for a moment. Maybe Princess is the first salvo in what will become a lifelong struggle over her body image, a Hundred Years’ War of dieting, plucking, painting and perpetual dissatisfaction with the results. Or maybe it isn’t. I’ll never really know. In the end, it’s not the Princesses that really bother me anyway. They’re just a trigger for the bigger question of how, over the years, I can help my daughter with the contradictions she will inevitably face as a girl, the dissonance that is as endemic as ever to growing up female. Maybe the best I can hope for is that her generation will get a little further with the solutions than we did.
For now, I kneeled down on the floor and gave my daughter a hug.
She smiled happily. “But, Mommy?” she added. “When I grow up, I’m still going to be a fireman.”