According to The NPD Group, the movie Frozen has become the number one licence year-to-date for week 45 (ending 8th November). According to NPD’s weekly sales data, Frozen has been holding the top spot since children 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” said Frederique Tutt, Toys Global Industry Analyst for 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 traditionally happen in the last seven weeks of the year), if Frozen continues at this level until Christmas, not only will the license retain top spot and win the licence of the year accolade, but it will also beat the all-time record of Toy Story 3 (2010) in terms of toy sales.”
In 2010, Great Britain embraced the third installment of the iconic Toy Story film; boys mostly bought into the franchise (70%), followed by girls (30%). While the film, Frozen, also appeals to both genders, the merchandise sales are predominantly concentrated amongst girls.