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Published in the Child Development journal, the new study explores the effect heavy engagement with Disney princesses has on gender stereotypes, body image and prosocial behaviour among children, by assessing the ways in which 198 pre-school children interacted with Disney princess films and toys.

The researchers gathered reports from parents and teachers about the behaviours of the children following their engagement with the princesses, and also set the children interactive tasks to complete.

When it comes to little girls and their expectations of what it means to be feminine, the results are somewhat worrying. According to the findings, 'princess culture' influences girls in a way that makes them more susceptible to stereotypical behaviours.

What’s the major issue there? As these children grow up, that effect becomes heightened, which can become limiting in terms of life choices, expectations and experiences.

“I think parents think that the Disney Princess culture is safe. That’s the word I hear time and time again—it’s ‘safe,’” says Sarah M. Coyne, associate professor of family life at Brigham Young University, and lead author of the study.

“But if we’re fully jumping in here and really embracing it, parents should really consider the long-term impact of the princess culture.”

Disney Princess culture is harmful to young girls, study claims