Progressive rebranding refers to actions undertaken by media companies to rewrite,
reword, or remake works of art that are allegedly offensive or out-of-touch with the
current social norm, to make them more inclusive and sensitive. Such changes are new
to the work of art, and not intended nor included by the original creator of the work.
Recent examples include: The rewriting of Augustus Gloop in Roald Dahl’s Charlie and
the Chocolate Factory to be “enormous” instead of “fat”, and the remaking of Aladdin by
Disney to give more independent screen time to the character of Jasmine, who was
previously given almost no independent screen time.