Disney is under heavy criticism for creating a "glammed-up" version of Princess Merida from the Pixar's fantasy fairytale 'Brave' for a new toy line.
The bow-slinging princess appears slimmer, older and somewhat sexualised, in comparison to the teenage tomboy from last year's movie, in advance of her official induction into The Disney Princess Collection.
Merida's creator Brenda Chapman - replaced by Mark Andrews part way through the production - but maintained a co-director's credit, said that Disney missed the point when they created a new version of her creation, the Guardian reported.
She wrote to her local newspaper, the Marin Independent Journal that it is atrocious what they have done to Merida.
Chapman said that when little girls said that they like it as it's more sparkly, subconsciously, they soak in the sexy "come-hither" look and the skinny aspect of the new version.
Eh said that she created Merida to break that mould and to give the girls a better, stronger and a more attainable role model and not just a pretty face that waits around for romance.
To worsen the matters, the new Merida seems to wear a tight dress for which she herself had expressed hatred in the film.