Disney has finally debuted its first ever Latina princess, with new television show Elena of Avalor.
Voiced by Dominican-American Aimee Carrero, princess Elena must learn how to rule the kingdom until she is old enough to be queen.
"Just to see my own images represented, my own culture represented, is really special and I hope it will be for everybody watching," Ms Carrero told USA Today.
The show's executive Nancy Kanter says Hispanic and Latino communities have been waiting for a princess that represented their culture.
"We wanted to make sure that she didn't have a doll-like appearance, and we really wanted to steer clear of romance. She has male friends, as teenage girls obviously do, but we did not want it tinged with, 'Ooh, they're falling in love'."
The trailer shows the princess swinging across the deck of a ship, sword in hand.
"It's my job to protect you," a male character complains when Elena clearly gets a little too raucous.
"And it's my job to protect everyone," Elena retorts.
Clearly pitched as a character with independence and political power, it's perhaps no coincidence that the trailer voice-over utters: "Introducing a hero... who will find her place."
But some aspects of the release have given academics concern.
While impressed with the princess' agency, Rebecca Hains, author of The Princess Problem: Guiding Our Girls Through the Princess-Obsessed Years, told the New York Times that "the mashing together of cultures" gave her pause for thought.
The show is set in a fantasy world, and includes elements from across Latino and Hispanic culture.
Others took to social media to question why the princess is featuring in a TV show, rather than in a movie released in cinemas.
Disney argues the television release means the show will be seen within hundreds of millions of homes. And there are great expectations - the show will be translated into 34 languages, a made-for-TV movie is planned, and merchandise arrived in US stores earlier this month.
Disney has been introducing more diverse princesses since introducing their first black princess Tiana in The Princess and the Frog in 2009. The first Disney Polynesian princess, Moana, will feature in the movie by the same name, due for release this November.
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