Disney launches campaign to redefine the word ‘princess’ due to negative connotation

Almost 50 per cent say they would be offended to be called a princess.

Disney Australia is launching a campaign to reinvent the term 'princess'.

New research from the company shows most children aged four to six-years-old still love to dress up as their favourite character and call themselves 'princess'.

However, almost 50 per cent say they would be offended to be called a princess. Parents admitted they used the term negatively when their kids were behaving badly.

“Across generations, Disney princesses have been ­portrayed as resilient, strong, optimistic and kind,” Disney Australia chief executive Kylie Watson-Wheeler said. “We want to empower young girls and boys to again embrace the inspiring qualities of princesses and admire the strong character traits of modern characters such as Anna (from Frozen), Belle and Moana to help re-frame the discussion.”

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