Disney sees no end for Frozen in toy industry - Licensing.biz

Disney sees no end for Frozen in toy industry

“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
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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.” 

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For fans the world over, 2015’s release of Star Wars: The Force Awakens made for a monumental moment. Now, with new Marvel releases, a Frozen sequel and more Star Wars to come, Disney promises that the next few years will be no different. Robert Hutchins talks to Mike Stagg, The Walt Disney Company’s vice president and general manager, retail UK and Ireland, about the its plans to top the toy charts this year.

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