Underlying Rationale and Targeted Audience Value formation is a long-term process that takes its beginning in early childhood. There is a wide range of factors that have an influence on this process, including the home environment, social circles, and mass media. In addition, psychologists state that the ideals, children adopt, are often dictated by the fairy tales and cartoons their parents choose for them (King, Lugo-Lugo and Bloodsworth-Lugo 20). From this perspective, it is reasonable to assume that Disney products play a significant role in shaping values for the new generation as the company has been holding the leading position in the relevant market for almost a century. In the meantime, the question arises concerning the factors that shape Disney’s images. In other words, there seems to be a triple agent connection, where the society, first, impacts the characters that appear in cartoons, which, in their turn, influence the viewers. Recent research has shown that the characters of Disney cartoons have a strong impact on the gender role portrayals that little viewers accept as ideals, and girls are particularly susceptible to adopting the values shared by the main cartoon characters – princesses (England, Lara Descartes and Collier-Meek 550). As a result, it is assumed to be rational to carry out research that would examine the ideas proposed by Disney cartoons at different time periods and evaluate the character of the impact they have. It is also critical to examine the social tendencies that determined the appearance of particular images of princesses in these cartoons. It is expected that the findings might represent a useful guideline for parents. Due to the study, the latter will receive an opportunity to benefit from Disney cartoons turning them into a tool for consistent value formation. Thesis The study of the relevant literature allows working out a general thesis for the proposed research. Thus, the majority of researchers agree on the point that the characters of princesses in Disney cartoons reflect the key social trends and play a significant role in girls’ evolution participating in the formation of their values and ideas as well as the behavior patterns. This idea should constitute the base of the study, although some minor hypotheses can be, likewise, put forward. Thus, for example, there is an opinion that the images of princesses have changed dramatically throughout the time, and the current characters have a more positive influence on girls’ psychology as they meet the modern social demand for gender equality and tolerance (England, Descartes and Collier-Meek 562). The relevant assumption can be adopted as a supplementary thesis. In addition, the preliminary analysis shows that there is a contradictory opinion on the racial implications that Disney cartoons offer. Hence, some researchers believe that the princesses’ characters encourage the development of racial tolerance and show the appeal for race equality (Condis and Austin 4). The opposite point of view suggests that some of the characters offered by the Disney industry, might be, on the contrary, racially intolerant, and, thus, have a negative influence on the immature psychology (England, Descartes and Collier-Meek 557). Therefore, the next supplementary thesis might suggest that Disney cartoons have a role in shaping children’s attitudes in