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Disney’s Frozen 2 collaborates with 67 brands

The association of Disney Consumer Products leading up to the release of Frozen 2 in India on 22 November include Pantaloons, Hasbro, Flipkart, ITC, Asian Paints, Hamleys and Scholastic amongst others.

November 19, 2019

Disney’s Frozen 2, the sequel to one of the highest-grossing animated films of all time is going to release soon. Disney Consumer Products business in India has collaborated with 67 brands across various categories to promote the animation film. This is a record tie-up as it is the highest number of brand associations for an animation flick that hits screen this Friday in the country till date. With 67 brands as sponsors for its upcoming animated musical fantasy Frozen 2 includes brands like toy retailer Hamleys, toy brand Hasbro, fashion brands Max and Reliance Trends, clothing chain Pantaloons and e-commerce company Flipkart.

Talking about the collaboration, Sanjeet Mehta, Executive Director and Head, Consumer Products, Disney India affirms “Frozen is amongst the top franchises for Disney’s consumer products business in India and the excitement around it has gone up several notches with a buzz around the upcoming movie. We are witnessing high demand from fans for products inspired by their favourite Frozen characters and we are thrilled to launch a vast collection across categories to celebrate the release of Frozen 2.”

Hasbro has introduced a range of new dolls and playsets based on Anna and Elsa and other Frozen characters that is made available at most major retailers and e-commerce sites. Bhavesh Somaya, Country Manager, India, and the Middle East, Hasbro said, “We are excited to give Disney’s Frozen fans an opportunity to relive their favorite movie moments through the best play experiences. To celebrate the magic of Disney’s Frozen 2, Hasbro has introduced unique and innovative play patterns such as singing Anna and Elsa dolls in new signature outfits, hair braiding tools, and even a Fold and Go Arendelle Castle portable playset.”

The multinational conglomerate ITC has launched a line of stationery products — notebooks, geometry boxes and colouring sets based on the movie. Whereas Flipkart will bring the world of Anna and Elsa closer to kids with Frozen 2 merchandise across categories such as kids’ fashion, toys and school supplies.

For this association, Pantaloons’ has just launched a Frozen collection for toddlers and junior girls. Ryan Fernandes, Head of Marketing & E‐Commerce, Pantaloons said, “Frozen is a classic that has left the audience mesmerized with its on-screen magic. We at Pantaloons understand how kids connect with their favourite movie characters and we are delighted to launch a collection of apparel inspired by Frozen. The new range for toddler and junior girls vividly captures the movie’s essence and lets them flaunt their favourite character merchandise.”

“Frozen” has been the second-highest-grossing animated movie of all time was released in 2013. Frozen won two Academy Awards for Best Animated Feature and Best Original Song (Let It Go). It is definitely one of the most successful and popular feature animation fantasy musical which enjoys huge popularity amongst kids and adults alike. For one thing, promotions and marketing of Hollywood movies in India has build up especially over the past few years with the aggressive usage of social media. Also, there has been a sharp increase in the number of partnering brands. This is especially true for the kids-related and animated movies as the cultural impact of animation movies and its characters on the impressionable minds of kids is phenomenally great. It naturally leads the kids wanting more of their favourite animation movie and characters beyond their screens resulting in the popularity of animation cartoon character merchandise and products.

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