Frozen merchandise has pulled in more than $1 billion in retail sales every single year for over a decade, and Disney is already lining up the next wave a year before Frozen 3 reaches theaters, according to License Global. The new products run from dolls and LEGO sets to youth soccer cleats and jewelry.
About 60,000 Toys A Day
Disney says Frozen toys have averaged about 60,000 sales a day since 2016, which adds up to more than 216 million toys. Frozen dolls have also ranked among the top 10 branded dolls for the last decade in Circana’s sales data.
That streak has held through the long gaps between the films, from 2013 to 2019 to Frozen 3, which opens November 24, 2027.
What Is New
Mattel has a Frozen Slumber Sister Set based on “The Night Before the Royal Fitting,” a new Off the Page Adventures story on Disney Kids YouTube that follows Anna after her engagement. LEGO has Elsa’s Ice Castle & Snow Ride Adventure, Moonlite has “A Royal Sleepover” story experience, and JAKKS Pacific’s role-play line includes a Singing “Ice Powers” Elsa doll and an Icy Magic Phone.
Adidas is making youth soccer cleats with snowflake details and colored crystals, the first time Frozen has moved into field sports footwear. PANDORA has Anna and Elsa inspired jewelry plus separate Olaf and Sven charms, and Vera Bradley is putting its quilted patterns on travel bags, accessories, plush fleece robes and character bag charms.
Posh Peanut’s first Frozen collection sold out, and the line has since grown into bedding, insulated backpacks and reversible jackets.
The First Fans Are Grown Up Now
Part of the plan is reaching the people who grew up with the first movie. Disney is aiming the new products at small children and longtime fans, and also at young adult women who were teenagers when Frozen came out in 2013.
“Frozen continues to be a powerful consumer products growth driver, with multigenerational appeal and enduring demand across categories,” said Paul Gitter, executive vice president of global brand commercialization at Disney Consumer Products. “As we build toward Frozen 3, we see tremendous opportunity to deepen that connection, working with best-in-class licensees across toys, role play, fashion, accessories and collectibles.”
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