Barbie may have held the top spot for over a decade, but according to the National Retail Federation's Holiday Top Toys Survey, there's a new queen in town, and she's ready for Barbie to let it go.
For the first time in the 11-year history of the survey, Barbie was not the top of the list for young girls, instead Queen Elsa and her army of Frozen merchandise have swooped in and taken the top spot.
Approximately 20% of parents surveyed had plans to buy a toy related to the blockbuster Disney film, which has smashed records all around - also claiming the top spot as the highest-grossing animated film of all time, bumping Toy Story 3 down to the second spot.
However, Frozen's popularity at Christmas shouldn't be a complete surprise, Prosper's Consumer Insights Director Pam Goodfellow, said in an NRF press release:
Barbie has been the top girls' toy for over a decade, but it is no surprise that Disney's Frozen has taken the top seat, as children have had it on the mind as far back as Halloween
But the Frozen take over hasn't just been raking in the box office and merchandising money for Disney, it has also boosted tourism in Norway, where the movie is believed to be set. Travel to Norway from the US had jumped 37% between January and March 2014, from the same time last year.
With the next Disney princess film, Moana, not set to be released until November 23rd, 2016, this may only be the start of a long reign of Queen Elsa.