Parents across the globe are being faced with the prospect of logging into their eBay accounts, searching for "Frozen dress" and shelling out a cool $1,600 to keep their Disney obsessed kids happy. Stores across the U.S. have sold out of the replica dress worn by Princess Elsa in the most successful animated movie of all time, leaving parents to trawl through the auction site in the hope of getting somewhere near the $225 face value.
'Frozen' Was A Huge Hit For Disney
"Every mom in the world is dying for this dress," said Costello, a Los Angeles marketing consultant with a "Frozen" obsessed 4-year-old. "The lucky moms who have found this dress for their daughters brag about their success and unanimously proclaim how their kid can't stop wearing it."
Frozen has already taken over $1 billion in movie tickets and DVD sales, but merchandise is clearly a big part of Disney's market strategy for this movie.
"The property is hot," said Sean McGowan, a toy industry analyst at Needham & Co. in New York.
"It has been challenging to keep up with demand," said Dena O'Loughlin, director of marketing for Disney-licensed girls costumes at Jakks Pacific Inc.
Does Your Child Want The Frozen Dress?
'Frozen' - which won the Oscar for Best Animated Feature in March - follows fearless optimist Anna who teams up with Kristoff in an epic journey, encountering Everest-like conditions, and a hilarious snowman named Olaf in a race to find Anna's sister Elsa, whose icy powers have trapped the kingdom in eternal winter. It is based on Hans Christian Andersen's The Snow Queen.
In February, Disney's head-honcho Bob Iger hinted that Frozen would go on to spawn Broadway musicals, sequels and even theme parks.
"This has real franchise potential," Iger said. "We expect to see not just new product but continued interest in this and continued impact on the bottom line for quite a while. Its success speaks volumes on the future of animation at our company."
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