What's the Deal With Toys?

I don't have children of my own, but I do have three nieces - ages 7, 5 and almost 2 - and my job (which I take very seriously) is to be the cool aunt who gives good toys and books and never, ever anything practical like nightgowns. Therefore I'm always on the look out for stuff to buy them for birthdays and holidays.

Lately I'm noticing an explosion in what I would call tie-in toys. In one catalog that I've always liked for good variety and prices practically *every* toy or book set is tied in with Dora the Explorer, the Disney Princesses or the movie "Cars" or Spiderman!

Now, I think kids are exposed to enough advertising as it is, I don't feel comfortable encouraging them to play with toys that are basically commercials. One of the girls is into the whole princess thing, and I'll happily buy her generic princess stuff, but I don't want to buy her Disney princess stuff. Another one has Mexican ancestry and her mom wants me to help her include learning Spanish in toys in books - but I don't want it to be Dora the Explorer.

Mind you I don't take issue with Dora the Explorer, Or the Disney Princesses (Since when they were all clumped together though?), etc. I just don't like submerging kids into advertising when they should just be playing.

Am I wrong? Is this just part of a changing world?