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“2015 has been great for Frozen and we’re hoping for an exciting Christmas,” Mike Stagg, general manager, integrated retail and licensing for The Walt Disney Company UK and Ireland, told ToyNews

Disney sees no end for Frozen in toy industry

It may have landed in UK cinemas back in December 2013, but Disney sees no end in sight for the toy potential of Frozen.

The brand has become a toy titan in the last few years and boosted by this year’s short film, Frozen Fever, and with a sequel on the way (not due out before 2018), Disney believes its success in the toy space will run and run.

“2015 has been great for Frozen and we’re hoping for an exciting Christmas,” Mike Stagg, general manager, integrated retail and licensing for The Walt Disney Company UK and Ireland, told ToyNews.

“We’ve got new product coming through from a variety of licensees and the expectations are positive. We’re very excited about the product innovation that’s coming through. It’s such a huge franchise. It’s got a life of its own and it’s here to stay.”

Alongside Frozen, Disney is also excited about the potential of Star Wars, with a new slate of movies set to introduce the brand, and toys, to a new audience.

“We’re incredibly excited about the potential of Star Wars,” added Stagg.

“The key thing is to reintroduce a generation that knows of Star Wars but hasn’t ever experienced the theatrical release of a Star Wars movie. That in itself will be phenomenal and gives plenty of momentum to the franchise for years to come.

“With a Star Wars movie being released every year for the next five years, there is plenty of content coming down the line.

“There’s also a huge amount of innovative product being launched by a number of licensees like Sphero’s BB-8.

“What the Star Wars brand allows is creativity in product design and we’re looking forward to seeing that come through in the products that hit the marketplace. There’s something for everyone.”

Elsewhere, this year saw Pixar celebrate its 20th anniversary, and Stagg believes the studio continues to form a vital part of the firm’s toy plans.

“The legacy of Pixar has never been stronger and what comes out of Pixar is content that appeals to parents and children,” continued Stagg.

“Products that come from Pixar movies endure over time. Woody and Buzz are as relevant today as they were 20 years ago, which is fantastic.” 

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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