Frozen frenzy has spread its frosty blanket all over America, but it's not just woven from jaunty songs. There is also a cold front of absolute merchandise desperation that is leading parents to shell out $1000s, or manacle themselves to a sewing machine, to avoid disappointing their children.
The Disney store replicas of Elsa's [Frozen](movie:411685) frock were originally priced between $50 to $150 (which seems obscene for a fancy dress outfit to me anyway!), but now they are selling for staggering prices on online auction sites, and still going like hotcakes.
As well as resorting to extortionate auction sites, some parents are getting creative. Or, getting others to get creative on their behalf! Etsy is experiencing a healthy explosion of sales from replica dresses whipped up by their crafty entrepreneurs, with some selling for as much as $225.
Aaryn Costello, a Los Angeles marketing consultant with a Frozen obsessed 4-year-old explained that;
Every mom in the world is dying for this dress. The lucky moms who have found this dress for their daughters brag about their success and unanimously proclaim how their kid can’t stop wearing it
The shortage of Elsa dresses comes from Frozen's unprecedented rise to fame. Dena O’Loughlin, Director of marketing for Disney-licensed clothing and costumes explained that;
It has been challenging to keep up with demand. Buyers just didn’t anticipate how big “Frozen” would be and stocked about as many of the ice gowns as they did Rapunzel outfits from Disney’s 2010
These underestimates have led to supplies of Elsa dresses being urgently flown or shipped from factories in China to try and keep America's kids happy.
But, the big question is, how far would you go to ensure your child got to dress up as Elsa? Is learning to sew to big of a sacrifice, or would you just bite the bullet and shell out?
Movie merchandising is...
(Source: The State)