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Frozen‘s success has led to sizzling merchandise sales.
The hit Disney animated film has already grossed more than $1 billion at the global box office, won two Oscars and sold 3.2 million Blu-ray and DVD units in its first day on sale. Now Frozen-themed merchandise has become so scarce that parents are going to great lengths to get their hands on the gear the film’s pint-size film fans crave, including staying up until 3 a.m. to buy a Princess Elsa dress, some of which are now going for $1,500 each on eBay.
Maternity wear designer Rosie Pope also told the New York Post that a friend, who works for Disney, spent $1,200 for an Elsa doll on eBay after promising her daughter one for her Frozen-themed birthday party.
“By this point, she didn’t care about the price,” Pope told The Post. “She didn’t want to disappoint her daughter.”
Another mom snagged an Olaf doll from the Disney store in Venice, Italy, on a recent business trip, but she’s now wary of letting the doll leave the house because of the frenzy caused by her son displaying it in public.
“Anywhere I was, at the Met, at the supermarket, all the mothers were going crazy screaming, ‘Oh my God, I can’t believe you got it!’ ” the woman told The Post. “They were asking me if they could borrow the doll for a few days … I feel like I had a bag no one else could get.”
As for the mom who stayed up until 3 a.m., it only cost her $50 to get an Elsa dress on the Disney website, but she was acting on a tip that Disney would restock its merchandise online to coincide with the DVD release of the film last month. And she had already made multiple trips to the Disney store in New York and fruitless searches online.
“When I gave [my 4-year-old daughter] the dress, her eyes popped out of her head and she was so excited. It was like the happiest I’ve ever made her in my life,” Lyla Gleason told Today’s website.
Some mothers have even set up Facebook groups, like Unfrozen Trading Friends, where approved members can buy, sell and exchange Frozen gear without mark-ups.
Elsewhere online, angry moms are complaining about not being able to find certain items.
The websites and stores for many retailers are out of stock of several popular items.
Last week, Disney reportedly instituted a two-item limit on all Frozen goods at its stores, but there isn’t even much to buy in some locations, like the Times Square shop, which only had some dresses with a Frozen logo and large, Frozen-themed shoes during a visit to the location by The Post last week.
A Disney spokesperson said the massive popularity of Frozen items was a case of demand exceeding expectations.
“Frozen is a global phenomenon that has truly exceeded expectations on every level,” Margita Thompson, Disney Consumer Products vp external communications, said in a statement. “We are thrilled that audiences formed instant connections with the characters and are working hard to get additional product into stores as soon as possible. Guests will see product continue to flow in throughout the summer (the Elsa dress should be back in stores later this month/early May), and stores are expected to be back in full stock by July/August.”
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