This movie has faced several "controversies" upon its release. First, despite not wanting to get married to a Prince, Merida was still made an official Disney Princess, which many people considered a hypocritical contradiction to this movie's message. It was also criticized for being a fairytale movie made by Pixar, not by the in-house Walt Disney Feature Animation, and many longtime Pixar fans saw this as evidence that, after having been bought by Disney, Pixar had "sold out" and was now just Disney's tool for marketing and merchandising productions. And finally, when Merida's image was being marketed in dolls and books by the Walt Disney Company, her proportions were altered to make her slimmer and curvier, in the manner of other Disney heroines. This produced such an outcry from the public that the alterations were scrapped.

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