Disney has worked with parents, illustrators and research experts “in an effort to encourage young girls to follow their dreams”, redefining the attributes every modern day princess should adopt.

In speaking to 5,000 parents about what attributes they would want their daughters to possess, Disney has developed The Princess Principles, ten points that include caring for others, loyalty, honesty, trust and to ultimately try your best. As a result of its research it is “clear that being a ‘princess’ is not just about titles or tiaras or marrying a prince, but about emulating Cinderella’s courage, Merida’s heroism and Snow White’s generosity.”

The final principles are realised visually through typographic based posters by three of the UK’s leading illustrators. The series of posters are available for free via Disney in-store and online.


On working on the brief Kate Moross explains, “Disney is as much a part of my life now as it was when I was little so the chance to collaborate with them is a dream come true. It has been really fun to bring to life the principles, and I hope that it will be enjoyed by big and little people on the walls of wherever they call home.”

It’s Nice That