So much of marketing is about appealing to individual aspirations, conscious or not. We don’t just buy what suits us, we buy what promises to bring us closer to becoming the idealized self formed by our subconscious aspirations. Little girls and princesses make an illuminating example because the desire is so overt and unabashed. We get better at looking like we don’t care as we grow older, but lots of us still subconsciously aspire to the archetypes of our childhoods: the beautiful princess, the dragon slayer, the war hero.
Whether you love or despise the whole princess paradigm, popular culture would seem to indicate it is alive and well and still selling movies for Disney and Pixar.