Minions became the biggest seller in the week prior to the release of the film on June 26th this year.

Minions dethrones Frozen as UK toy market’s number one licence

The Minions has overtaken Disney’s Frozen to become the top-selling licence for the British toy market, according the global research provider The NPD Group.

The latest results emerge in line with expectations that the popular characters that first appeared in 2010’s Despicable Me, would unseat Frozen, which had been occupying the top spot since July 2014.

Minions became the biggest seller in the week prior to the release of the film on June 26th this year.

The NPD Group now expects to see similar success for the licence across other countries as the film gets it global release later this month.

Minions is already the third best-selling license in the French toy market and number six in the US.

“Expectations are high at retail after the general public allegedly demanded more merchandise following the first two movies,” said Frederique Tutt, global industry analyst for The NPD Group.

“By being so different from the usual Hollywood blockbusters which feature super heroes, apocalyptic threats and good versus evil, the Minions movie with its anti-heroes has a fresh appeal and a feel-good factor that could well make yellow the colour of summer 2015.”

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