We parents of young children love to rail and rant at Disney and its Princesses, going so far as to hail the New York Times when it did an exposé of sorts on the cult of princess. Not only do the princesses create all kinds of stereotypical, feminine-victim role models, goes the theory, but also they promote unhealthy products! The scourge of every grocery store shopping trip is the begging for Disney Princess cereal, or fruit snacks, or (as I encountered last week at Walgreen's, and I don't even have a little girl): Disney Princess gummy bracelets. I do not lie. In fact, I even ate one.

Well, I may have to begrudgingly thank The Walt Disney Company (NYSE:DIS), who has finally decided to be a little more circumspect about the products its princesses, and the rest of the company's characters, push like so many barely nutritional drugs over the supermarket counter. According to the Wall Street Journal today [subscription required], Disney's CEO, Robert Iger, introduced guidelines to ensure that "its name and characters only will be used on kid-focused products that meet certain guidelines in terms of calories, fat, saturated fat and sugar."

Hurray! Parents of little girls (and princess-loving boys, like mine) can finally venture into the grocery stores again. Well, not so fast: Disney will be bound by its existing contractual agreements for as long as two years, and the campaign will take "several years" to roll out internationally. As PR moves go, it's wonderful and I honor Iger for his foresight. Incredibles instant oatmeal? Incredible!

However. The impact of this move will be slow and the brand damage has already been done. I mean! Disney Princess gummy bracelets! Can Disney recover?