If there's one good thing about Mammies handbagging each other over Elsa dolls, it's that the little girls want them.
Because Princess Elsa of Arendelle, star of last year's hit Disney film Frozen, is one cool lady. She's so cool she's an Ice Queen.
Cursed at birth with the ability to turn anything she touches to ice, Elsa defeats her disability to find peace and love.
Frozen is a film about overcoming your limitations, and that's good, even if the limitation is a little unusual.
Because Elsa is a strong role model for young girls. When she climbs the snowy mountain singing Let It Go! she's breaking free of pretending she's someone she's not.
And that is the number one scourge faced by young girls. If you get them off the record talking about their lives, faking their personalities is the first thing they'll admit.
They fake to be accepted into brutal little circles of girls in which everyone has false nails and everyone has a mammy and daddy and everyone goes on exotic holidays.
Elsa tells those girls to stop obeying the voice in their heads, saying they should "conceal, don't feel" and "Let it go!" instead.
I can imagine the song is already a hit in gay discos - there's a constituency which knows all about having to pretend.
Just think how far Elsa is from Hans Christian Andersen's Snow Queen on which she is based.
That old lady is the classic male fantasy of the hard bitch. She has two big black marks against her: she is infertile and powerful.
Men can't dominate her and that's what they hate.
The story is that the scriptwriters, husband and wife team Robert Lopez and Kristin Anderson Lopez, originally planned Elsa as a villain.
But once "Let it Go!" was written, they recognised Elsa for the survivor she is.
I know Princess Elsa is a blonde with an hour-glass figure, but she's no Barbie. Her doll's been subsidising the 15pc fall in sales for poor Barbie, who should have been put out to grass in 1960.
It just has to be good news that we've finally moved on from Disney princesses who whitter on like Snow White - "Some day my prince will come!" - and whose driving ambition is to keep the house tidy, not for one man, but for seven.
Elsa has beaten Snow White and left her scrabbling around in the snow for her red hairband. Frozen is the biggest-grossing animated film of all time.
That has to make you hope that feminism has come of age.
And with singer Idina Menzel talking about Frozen 2, let's hope our young girls get the message once and for all and learn to let it go.