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A modern fairy tale drama on the ABC network, Once Upon A Time recasts the animated Disney princesses as live-action heroines. Building on Disney scholars' research, I study how the company uses synergy to establish a connection between a primetime television show and a children's franchise. Through a textual analysis of the show's main princess, Snow White, I discover that Once Upon A Time's Snow White establishes a more modern, dynamic image of the original princess, indicating that the Disney Company is moving in a new direction. However, the show still preserves the character's status as a traditional Disney princess who upholds the company's brand.