When she arranged a Star Wars-themed birthday party for her children, Natalie Wreyford thought the presents would be easy - a Luke Skywalker doll for her son and Princess Leia for her daughter.
But after visiting two Disney stores and searching Star Wars shelves filled with Darth Vaders, Han Solos and other male characters, she was unable to find any Princess Leia merchandise.
The 42-year-old film scholar, from Walthamstow, east London, wrote on Twitter to Disney asking why she could not find any toys with the female lead.
She was cheerfully told there were "no plans" for any Princess Leia products at the giant American company's stores.
This prompted an outcry from customers who accused Disney of sexism and unhealthy gender stereotyping in ignoring the key female character.
Two weeks later, what started as a London mother's quest to find a gift for her six-year-old daughter turned into a global campaign.
Disney has now relented, announcing that it will add Princess Leia items to its current collection. Ms Wreyford, who is studying for a PhD at King's College London, said Disney's initial refusal sent the wrong message to youngsters.
"It was suggesting that girls should not like Star Wars and that boys should not be interested in the female character," she said. "I thought, I can't be the only female Star Wars fan out there.
"These things have consequences as children grow up, to make boys and girls think they can only enjoy certain things. "It is important boys are encouraged to be interested in female characters and relate to them and empathise rather than women being these alien other beings."
Disney won the rights to Star Wars when it bought Lucasfilm for $4 billion in 2012. It has produced a range of 75 Star Wars-themed items featuring the main male characters Darth Vader, Han Solo, Anakin and Luke Skywalker but nothing featuring Princess Leia.
After Ms Wreyford's victory, a Disney spokesman said: "The current assortment of Star Wars products at the Disney Store, launched earlier this year, is just the beginning of what is to come. We're excited to be rolling out new products in the coming months, including several items that will feature Princess Leia."
The tweets that started it all:
Insultingly dismissive replies re Leia products from Disney Customer Services. No one seems to want to answer questions. #WeWantLeia— Natalie Wreyford (@nataliewreyford) June 3, 2014
The Telegraph, London