My brother-in-law hopes for his 18-month daughter that she will not hanker for the current Disney-marketed trend of playing princess..in terms of costumes, parties, etc. He doesn't even like overtly bright pink clothing for little girls.

Not sure what he is worried about if he's concerned about any possible (unhealthy?) obsession of uber princess identity for daughter. Probably worried about the cost. I'm sure the my sister-mother will ensure daughter won't get carried away.

I wasn't aware of this consumer-driven fad. But another sister told me her 7 yr. old daughter was recently invited to a princess party.

P.S. Ok, I'm not a parent.
Just an aunt to several nieces (24 yrs., 7 yrs. and 18 months) and nephews from 3 sisters. But I did grow up in female dominant family (in terms of sheer numbers) since I have 4 sisters and 1 brother.

So have seen phases of how little girls try on different roles /clothing/playing based on their temporary (?) whims.