About a year ago, Gwen posted about the evolution of the Sun-Maid, the young spokeswoman for Sun-Maid raisins:


In her post, she asked: “I wonder if Sun-Maid has stayed with the de-sexualized icon because raisins are associated with children?”

Well, Gwen, I’m afraid you spoke too soon.  Here, via Jezebel, is the new Sun Maid:


Noticably slimmer and with more form-fitting clothes, this new Sun Maid is clearly not hyper-sexualized, but it’s a move in that direction.

Here’s a commercial in which, building on her increasing sexualization and objectification, she turns into a Hollywood celebrity for a sec:

I think–considering also the recent makeovers of Dora the Explorer, Holly Hobbie, and Strawberry Shortcake–we can officially call this a trend.

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.