Fairy tale has become hobby, pastime, and obsession for a new generation of women in their 20’s and beyond, as well as a multi-billion dollar business for Disney. It is the capacity of the Disney Princess brand that attracts adults to run in the yearly Disney Princess Half Marathon or make their fairy tale wedding a reality when they step out of Cinderella’s horse drawn coach at Disney’s Wedding Pavilion. Meanwhile, back at Disney’s Bibbidi Bobbidi Boutique salon, the seed is planted, when little girls are transformed into a princess with the help of a cadre of fairy godmothers.