Despite the length of time the property has been in the marketplace (the film was released nearly a year ago), retail toys sales have remained strong. Most recently, Frozen has been holding the top weekly spot since kids went back to school in early September.
“New items have been launched, production has been increased to meet demand and sales are getting stronger. We counted three Frozen dolls in the five best-selling toys last week alone,” says Frederique Tutt, toys global industry analyst, The NPD Group. “When looking at weekly sales and given the most important weeks of the year are still to come (a third of sales happen in the last seven weeks of the year), if Frozen continues at this level until Christmas, not only will the license keep the top spot and get the license of the year accolade but it will also beat the all-time record of Toy Story 3 (2010) in terms of toy sales.”
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