walmart

As the fan fervor for Star Wars: The Force Awakens continues to ramp up, we’re starting to see that — unlike in the past — girls and women are being included in every level of the story, toys and marketing campaign.

Even Walmart, not normally known for subverting gender roles, has released a national television spot showing a father passing his love of all things Star Wars down to his daughter. But Walmart saved their best and most inclusive marketing for the web.

In a series of extensions of the television spot, Walmart shows multiple parents sharing their love of Star Wars with their kids.. But the real star of the series is the little girl that patiently explains why Princess Leia is a hero to generations of women.

Mom: Why doesn’t the princess just let the boys rescue her?

Girl:  Because she is a modern empowered woman, unfettered by the antiquated gender roles of a bygone era.

The Force is strong in this one.