As much of a push there is for "real women," women like seeing pretty women too. Harley Quinn, Elsa, Sailor Moon, heck even Barbie...all are gorgeous blondes who are extremely popular with ADULT women.
Disney initially dropped the ball on Frozen merchandise, one likely reason being they pushed Brave and Merida merchandise for months and months that didn't do so well and didn't want to repeat that. Merida is not really a looker. I've noticed that in the years since Brave came out, they've gradually given Merida more makeup, made her taller and more elegant, and made her hair a darker auburn and longer and more luxurious instead of an unruly mop like it's supposed to be. This initially caused some backlash with the usual suspects but I think they have moved that direction anyway. In fact they do this with all the princesses; Rapunzel at the parks has her long hair, and they tell little girls she had just enough magic to grow her long blonde hair back. The new Tangled series has Rapunzel growing her hair back. People just don't want to see Rapunzel with a plain brown bob, even though everyone on earth is 99.99% closer to looking like that.
Progressive groups push for plain/ugly/fat/"realistic" female characters all they want but when it comes down to it, people DON'T BUY THEM.
It's not even because they don't buy x thing in general. What people say they want and what they actually buy are very different, which is something I thought marketers knew, but in the last few years they seemed to have forgotten that and started listening to shit stirrers on twitter instead.