Its not a question of who's "making them" see this movie, it is a question of how this movie portrays crossdressing in a generally cute and funny way, like the scene where pinocchio lies about not wearing women's underwear so that his nose will grow.
Proverbially speaking(which deals with getting kids slowly adjusted to crossdressing themes and the like): "You don't turn the heat up all at once to boil the frog, you turn it up gradually".