I don't like the 'non-LEGO'-ness of the figures, either. Particularly since it looks far too much like the same type of design as those ghastly "Pink Girl Lego" sets that I keep seeing everywhere..
On the other hand, as disappointing as it is that they appear to feel the need to differentiate them so much, hooray for some more Lego sets that are aimed at girls. (...even if it is beginning to fall squarely into one of those pro/con "sexist" debates, really.)
Why not make them "real" figures, so these can unashamedly sit alongside Harry Potter and Lord of the Rings and DC and Marvel...?