Frozen showing no signs of slowing down at retail

Product based on the recent short film has been “in high demand”, claims Disney general manager.
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It may have been over a year since Frozen hit UK cinemas but the brand is “showing no signs of slowing down at retail,” claims Disney.

A follow-up short film, Frozen Fever, debuted ahead of Cinderella screenings back in March and as a result, Disney believes the brand is all set to enjoy its second successful summer.

“Frozen is now gearing up for its second summer and is showing no signs of slowing down at retail,” Mike Stagg, general manager of retail for Disney UK & Ireland told ToyNews.

“The release of Frozen Fever in cinemas ahead of Disney’s Cinderella was certainly a fan pleaser and product based on the short has been in high demand since first hitting shelves.

“It’s really a continuation of the Frozen success story and as we look ahead to seasonal opportunities at retail this year such as back to school and Christmas, Frozen remains a priority.”

Frozen is the sixth highest grossing film of all time, the highest grossing animated film ever and became a titan in the toy space last year.

This year has already seen the release of a LEGO Frozen set and when Frozen 2 was announced, Mattel and Hasbro both reported a jump in their share price.

“Frozen has truly become a part of people’s everyday lives, it’s a cultural phenomenon and children love to continue the storytelling at home with the wide range of merchandise available,” continued Disney’s Stagg.

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