Frozen Warms Up Audiences, Consumers and Retailers

Disney Consumer Products has leveraged its hit film Frozen and its music for a comprehensive program that spans categories such as apparel, role play, plush, dolls, publishing, apps and more.

April 6, 2018

Frozen Warms Up Audiences, Consumers and Retailers

Since, the film has raked in more than $400 million domestically and nearly $770 million globally (source: Box Office Mojo), earning the movie the distinction of being the highest grossing animated film of all time.

The film has spawned a No. 1, platinum-certified soundtrack; DVD/Blu-ray sales that exceed 3 million; and multiple industry accolades and awards including Oscar wins for Best Animated Feature and Best Original Song.

On the consumer product side, Disney Consumer Products has leveraged the film and its music for a comprehensive program that spans categories such as apparel, role play, plush, dolls, publishing, apps and more from best-in-class licensees such as Mattel, Jakks Pacific, Just Play, Franco, Northwest and others.

"Frozen is a global phenomenon at the box office and at retail," says Josh Silverman, executive vice president, global

licensing, DCP. "Consumers feel a bond with Elsa, Anna and breakout character Olaf. Frozen has proven once again that Disney storytelling extends beyond theatrical releases by creating compelling retail products that consumers are clamoring to buy."

Products on shelf at mass, mid-tier and specialty retailers include standouts such as Mattel's Sparkle Fashion and Musical Magic dolls, along with role play dresses from Just Play and Jakks. Retail has also heavily supported the products in-store with designated end caps and prominent out-of-aisle placement at stores such as Target, Toys 'R' Us, Walmart, Kmart and Kohl's.

This fall, DCP will add to the product assortment with an all-new collection of merchandise that further expands into additional categories and targets retail in a broader fashion.

"Disney Consumer Products is dialing up our Frozen product assortment this fall to meet the fantastic demand," says Silverman. "We have numerous new SKUs for Olaf that will appeal to girls and boys alike, and have secured incremental space across mass retailers. We are expanding into new categories, including products that use the film's iconic music so kids feel they can burst into the story."

New product on the horizon includes expanded role play and plush items, as well as collections that emphasize the musical elements of the film.

Additionally, DCP has plans to grow party products for the property, as well as home décor, bath, textile, footwear, seasonal and apparel items for toddlers, boys, girls and adults. New product categories slated to hit retail in fall include sporting goods and consumer electronics. As far ahead as summer 2015, DCP will also release a range of pool and summer toys.

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