Frozen products have averaged £1m sales per week for the first half of 2015, The NPD Group has told ToyNews.
2014 saw the brand become a major player in the toy space and the phenomenon has shown little sign of slowing down.
“Frozen continues to be top of the charts and has averaged £1m sales per week for the first half or the year which is really positive,” Jez Fraser-Hook executive director at NPD, told ToyNews.
Retailers believe the short film, Frozen Fever, helped further the popularity of the brand by keeping it fresh in kids’ minds.
“Frozen is the biggest sell we’ve had and I think the short film Disney released had something to do with it,” Julian Shelford, owner of Final Frontier, told ToyNews.
“I think it will continue to do well for the rest of the year. It’s such a classic story. Disney got it just right.”
Despite the impressive statistics of the first half of 2015, some retailers feel change may be coming with the arrival of Inside Out, Minions and Star Wars: The Force Awakens providing competition in the toy aisles.
“Frozen is still proving popular, but it began to slow down at the backend of last year,” said Giddy Goat Toys’ Amanda Alexander.
“A lot of kids already have the Frozen merchandise so I don’t think it will be as big this year.”