Disney's Influence Society cements certain roles for children based on gender and these roles, recognized in childhood with the help of consumerism, rarely allow for an openness of definition. A study conducted by Witt (1997) observed that parents often expect certain gender-based behaviors as early as twenty-four hours after the birth of a child. Infant gender socialization appears most evident at age eighteen months, when infants show sex-stereotypic toy preferences (Caldera, Huston, and O'Brian 1989). This socialization proves to be extremely influential on subsequent notions and conceptions of gender. Children understand gender in very simple ways, one of which is the notion of gender permanence: whether one is born female or male, one will remain so throughout one's life (Kohlberg 1966). “According to theories of gender constancy, until the age of 6 or 7, children do not realize that the sex they are born with is immutable” (Orenstein 2006). The Walt Disney Corporation creates childhood for children around the world. “Because Disney is a major media company and its products are so ubiquitous and globally distributed, Disney stories, the stories that Disney tells, will be the stories that shape and help shape a child's imaginative world, in all over the world, and it's an incredible amount of power, an enormous amount of power” (Sun). Because of the portrayal of women in Disney films, particularly Disney Princess films, associations of homeliness, innocence, and dependency are emphasized as feminine qualities for young children. Therefore, children begin to consider such qualities normal and proceed to form conceptions of gender identity based on films that portray very specific and limiting views of women (…… middle of paper … ium. Retrieved May 2, 2014. From www. kff.org.Orenstein, Peggy (2006). "What's wrong with Cinderella?". //www.cjr.org/resources/?c=disneyRideout, Victoria and Hamel, Elizabeth (2006) media: Electronic media in the lives of infants, preschoolers, and their parents.” Sun, Chyung. “Disney, Childhood, and Corporate Power.” Mickey Mouse Web Media Education Foundation, April 20, 2014. http ://www.mediaed.org/assets/products/112/transcript_112.pdfWitt, S. D. (1997). "Parents' influence on children's socialization with respect to gender roles". Adolescence, 32 (126), 253-260. Wohlwend, K. (2009). “Damsels in Discourse: Girls Consuming and Producing Identity Texts through Disney Princess Play.” Research Quarterly 44 (1), 57-83.