The Entertainer is restricting sales of its Disney’s Frozen Elsa dolls to just ‘one per person’, in order to counter the unfair prices some parents are paying on eBay.
Owner of the family run toy chain, Gary Grant has said that demand for the doll this year is “exponential” rivaling the popularity of Tracey Island sets and Teletubbies toys of yesteryear.
Last Wednesday, the retailer’s website crashed twice due to the volume of online traffic searching for the highly sought after doll.
Meanwhile, Black Friday saw the firm’s “biggest ever day on the website”.
Stock issues have seen the popular dolls sell out in shops across the UK in the run up to the festive period, forcing many parents to bidding for the toys on the online auctions site, eBay.
One doll reportedly sold for £499.
“We are restricting these dolls to one per person because I really feel it is unfair that parents are being overcharged when buying them on eBay,” Grant told BBC Radio 5 Live.
“We have had an air freight arrive and have got stock in our shops, so it’s not as if there aren’t any Elsas. Yes, they are in high demand, but they are coming through, so parents don’t give up yet.”