Yeah, unfortunately I think my earlier comments weren’t super clear. There’s no danger of Disney “backsliding” to the days of all white ladies in frilly dresses. Those days are well and dead, if for no other reason than that Disney is a global brand and needs to sell merch in China and India (I’m legit excited for when they’re brave enough to attempt an Indian princess because the film will be beautiful).
One of the major problems with Frozen as a movie qua movie is that it’s a deliberate and at times ham handed refutation of the classic Disney princess storyline. The entire Hans portion of the movie is meta-commentary on the Princess genre tacked onto the side of Anna and Elsa’s story (and for my money, although the trappings are very different, Hans doesn’t do much more than Gaston did 20 years ago). In the abstract, it means Frozen is a worse, less timeless story than, say, Brave, which had its own story to tell and wasn’t beholden to genre context. But it was a very deliberate choice. It was saying “We know, and we’re sorry. We aren’t telling those stories any more”.
That’s one of the reasons Moana is so interesting. It’s the first post-Princess princess movie. Which is to say it isn’t a princess movie at all: it’s a hero’s journey, starring a chieftans’s daughter (which isn’t even much of a distinction: eligibility to lead / lost or known royal heritage is pretty common, though not required, in Hero’s Journeys).
But what does that mean for its marketing? Does it get perennial refreshes via princess branding? Or is it a one-and-done adventure like most boys movies are like, say, Jungle Book, or Big Hero 6 (admittedly misleading, since Disney’s boy brands are all Star Wars/Marvel now, and have their own perennial marketing buckets). See also, for instance, Lilo and Stitch, which is arguably a non-princess girls’ brand, and has relatively little merch (modulo Japan, where they fucking love Stitch because he’s basically a Pokemon).
MOST of the time when I say “Princess”, I’m referring to the official Disney Princess Brand, not just characters who are narratively princesses. Disney Princess power rankings put Cinderella at the top in god-tier, followed by Aurora, Ariel and Belle in A-tier, with everybody else scattered at B or C-tier. (Pocahontas is alone in D-tier. Nobody wants to be Pocahontas).
That being said, it’s sometimes useful to look at not just the “traditional princess movies”, but the related girl-centric marketing in general since we don’t get legit Princess movies that often. Sofia the First is generically white, and all the live action adaptations they’re working on (Cinderella, upcoming Beauty and the Beast) are the white girls. (There’s some reasoning behind this to lag behind the animated Princess marketing by 5-10 years, as the target market for the cartoon franchises ages up to the live action market, but I digress). I admit that I don’t really know what to do with Elena of Avalor, I’m pretty sure she’s a Hispanic proxy(?), but she’s also TV only and relatively new.
Also to be clear, my interest is primarily selfish. I want Moana specifically to be a long term success because it’s an ethnicity and culture that feels familiar to me. (I’m half-white, half-chinese, but grew up in S.E. Asia. I’m not ethnically Polynesian, but Polynesian culture feels like home in a lot of ways, and we aren’t getting a Peranakan princess in my daughters’ lifetimes).
@CraigM - Ugh. Don’t even get me started on the gendering of children’s entertainment. I use boy-brands and girl-brands as shorthand, but I agree, the distinction is super gross. I don’t want to bring my favorite buzzword (*cough* toxic masculinity *cough*) into the conversation, but it’s kind of inevitable. I will say that it’s really tragic that there’s no such thing as a boy’s franchise that’s about dressing nicely and being a cool, fancy guy. Girls get pretty dresses AND action heroes now. It would be nice for boys to have the same diversity.