Frozen helps Hong Kong Disneyland break merchandise sales record
by Tom Anstey | 07 Apr 2015
The dress worn by Elsa in Frozen is a popular item on sale at the park / Disney
Hong Kong Disneyland is crediting the ever-popular Frozen IP for helping it to break its merchandise sales record over the past year.
The animated movie is the fifth-highest grossing fim of all-time, drawing US$1.28bn (€1.18bn, £866m) at the box office upon its release in 2013. Speaking to Ming Pai Daily News, Jim Greene, director of merchandise at Hong Kong Disneyland, said the per capita spending of visitors between October 2014 and March 2015 was up three per cent year-on-year, with the record sales driven by Frozen merchandise.
While the park did not disclose visitor numbers for the period, Greene said he expected merchandise sales to keep up the growth pace, with Frozen showing no signs of cooling off and offering further boosted sales in the year to come.
Hong Kong Disneyland has said it will step up its promotional efforts in the coming year, with a renewed effort on Southeast Asian countries, including a tailor-made Frozen song for the Philippines market.
Greene said the park had launched a 100-strong Frozen product line since June 2014, with the range making up for 11 per cent of total merchandise sales for the entire park. Frozen costumes are reportedly the hot seller, with 530 costumes being sold on a weekly basis and 70 per cent of those being the dress of Elsa.
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Hong Kong Disneyland is crediting the ever-popular Frozen IP for helping it to break its merchandise sales record over the past year. The animated movie is the fifth-highest grossing fim of all-time, drawing US$1.28bn (€1.18bn, £866m) at the box office upon its release in 2013. Speaking to Ming Pai Daily News, Jim Greene, director of merchandise at Hong Kong Disneyland, said the per capita spending of visitors between October 2014
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