The Merchandise
Disney makes $4 billion each year from the Disney Princess line, which comes in the form of dolls, accessories, costumes, the films themselves, and countless other items marketed towards young girls. What is noticeable about this merchandise is its explicitly feminine nature. Much of it is pink, sparkly, and elaborate. A particularly egregious example can be seen above.
Mulan spends a majority of her film disguised as a man. In fact, earlier in the film, she expresses her discomfort for the traditional feminine clothing she must wear to her matchmaking ceremony. However, the most popular dolls designed for her have her dressed in pink, sparkly, pretty clothes. It is nearly impossible to find officially-produced dolls of her that showcase her warrior outfit. This showcases how Disney prefers to market a particular type of product, namely one that emphasizes beauty and femininity even when it clashes with the character's personality.
The vast amount of money Disney makes from its princess line makes it doubtful that it will change how it markets and produces these products to young children.
Mulan spends a majority of her film disguised as a man. In fact, earlier in the film, she expresses her discomfort for the traditional feminine clothing she must wear to her matchmaking ceremony. However, the most popular dolls designed for her have her dressed in pink, sparkly, pretty clothes. It is nearly impossible to find officially-produced dolls of her that showcase her warrior outfit. This showcases how Disney prefers to market a particular type of product, namely one that emphasizes beauty and femininity even when it clashes with the character's personality.
The vast amount of money Disney makes from its princess line makes it doubtful that it will change how it markets and produces these products to young children.