At 19 months old my daughter has been learning colors. She can (usually) identify red, yellow, green, and blue. And then there’s pink, which already she seems to notice more. I dress her in a rainbow of cloth diapers, but it’s when I’m putting on the pink one that she calls out with the pleasure of recognition, “pink!”
It’s not all pink all the time. The other day she rejected a pink sweater in favor of a blue one (and then was identified as a boy all day, despite the pink flowers all over her pants). But her increased awareness of pink is something her father and I have both noticed in the last week or two.
Is this the beginning of an inevitable deluge of pink? Probably, yes. So says Peggy Orenstein in Cinderella Ate My Daughter: Dispatches From the Front Lines of the New Girlie-Girl Culture. 
In this book, Orenstein documents the complete pinkification and princessification of girls culture. It’s Disney’s ubiquitous princesses, a branding success that Orenstein reports began with a Disney executive’s idea in 2000, followed by endless
pink dinnerware sets emblazoned with the word PRINCESS; pink fun fur stoles and boas; pink princess beds pink diaries . . .; pink vanity mirrors, pink brushes, and toy pink blow-dryers; pink telephones; pink bunny ears . . . (34)
The list goes on and on. And it’s not just a color – pink stands for a passive femininity emphasizing physical appearance and sexual desirability. Yes, for preschoolers.
So what am I to do if I want more choices for my daughter than toys and media that tell her she should spend all her resources on looking pretty as a pink pink princess?
The real strength of this book is not so much in documenting anything new about girl culture, but in taking us with her through Orenstein’s own sometimes funny, sometimes agonizing process of deciding what’s harmless and what’s not, what will only acquire the allure of forbidden fruit if she denies her girl and what is just unacceptable in her house, and how to help her daughter learn to navigate the intense pressure of the gendered marketing.
Orenstein concludes
Though it may sound like a big duh, the best approach is to put reasonable limits on the girlz-with-a-z stuff for as long as you can and, over time, engage (without nagging) in regular dialogue with your daughter about what she consumes. (187)
That’s a tough enough job, but doable within a family.
I wonder, though, about collective action. This book is a much-hyped bestseller right now. When I tried to get it from my public library system I found myself at position 90 on the waiting list so I opted to purchase it at a local independent bookstore. If everybody reading this book now agrees even just a little bit that girls need more freedom and diversity in their imaginative possibilities what can we do together in our playgroups and schools or even on the national scale (in Sweden, says Orenstein “marketing to children under twelve … is actually illegal“) to improve the situation for our girls?
PS. That blue sweater my daughter wore the other day? I pulled it out of a drawer overflowing with pink sweaters. They’re not there because we’ve chosen to buy all that pink; they’re there because we’ve chosen to dress her mostly in hand-me-downs so we get what we get, and what we get is often pink. And I guess that’s how a kid who doesn’t even know she’s a girl – her dad asked her if she’s a girl or a boy and she obviously didn’t understand the question – could already have a preference for pink.
PPS. Check out The Pink & Blue Project for a vivid visual documentation of the pink/blue divide in children’s things.
PPPS. And here’s a discussion of a discussion of whether and how to let Barbie in the house. I confess I feel terrified of the day I’m presented with this problem. Will I let my daughter have a toy I cherished as a child but now have big problems with?