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Disney (NYSE:DIS) Frozen Toys Reign the Holiday Season

58

Barbie is no more the ruler of the toy box. After sitting on the throne for almost 11 years as the favourite toy that girls asked their parents for Christmas, Barbie, the most prized possession of Mattel (NASDAQ:MAT) has now been dethroned. The No. 1 toy that children want now are snowmen and princesses. According to the National Retail Federation, the toys that 20% of parents are looking for to buy for their children are focused around the hit animated movie Frozen by Disney (NYSE:DIS).

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Anna and Elsa, along with Olaf will be among the most sought after and popular toys this Holiday season. According to a recent poll, Barbie, the 50 year old fashion diva was picked out by less than 17% out of the 6,593 customers and Frozen toys were picked by around 20% of these consumers. That may be, but Barbie fans don’t have much to worry about. Despite everything else, she is still the representative of the largest doll brand that parents buy.

Even though the Frozen dolls have a few different characters, Barbie is still carrying it out all alone. But this success and popularity of the Frozen dolls should not come off as a big surprise. The movie generated around $1.3 billion in overall film industry receipts and had more than $400 million which came in as domestic receipts. It didn’t take much time to become the highest-grossing animated movie ever. But at the same time, Disney (NYSE:DIS) saw that the impact of toys that Mattel (NASDAQ:MAT) offers is dwindling down.

Thus gave the designation of the favored licensor of Frozen toys and passed it on to its mortal enemy, Hasbro (NASDAQ:HAS). With the start of 2016, Hasbro (NASDAQ:HAS) will have the worldwide rights to manufacture dolls focused around Disney (NYSE:DIS)’s Frozen, and other Disney (NYSE:DIS) Princesses such as Belle from Beauty and the Beast, Cinderella and Ariel from the Little Mermaid. For Hasbro (NASDAQ:HAS), the girls’ toy category is of utmost importance.

Hasbro’s (NASDAQ:HAS) sales in the third quarter in the girls category  climbed up 5% to around $408 million only because of the toys that have been favorites for years now like Littlest Pet Shop and My Little Pony. This section has started to generate more than $1 billion over the previous decade. But this might come off as a surprising fact that only 2% of consumers said that they were looking for My Little Pony toys this Christmas season.

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On the NRF list, it is ranked as the 8th most favourite toy. LEGO, still remains, after all these years, one of the most loved toys among the boys category and it topped the favorites list yet again with 3% percent girls wanting it as well. Anyway there’s an incentive behind why Elsa and Anna are prevalent among other toys. It is because are strong female characters. In spite of the fact that Kristoff is a supporting character, the story revolves around the sisters who drive the story. There’s no Prince Charming to help the damsel in distress and the young sisters are not snobby and snooty princesses either.

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