A Piccadilly Circus black taxi and classic red phone box in Leicester Square have been given an ice-cold transformation overnight to celebrate the 10th anniversary of Disney’s Frozen.
The record-breaking movie has been a pop culture phenomenon since release, inspiring millions of toys, video games, books, sing-alongs, recipes, hairstyles and immersive live experiences – including a hit stage show. The film follows princesses Elsa and Anna in an epic and empowering adventure about the bond of sisterhood, letting go of others’ expectations and never giving up.
Now, a new study commissioned by Disney from Dr Sarah Godfrey of the University of East Anglia, Lessons From Arendelle: The Cultural Phenomenon of Disney’s Frozen details its impact on society – from a tourism boom in Norway increasing by 40 per cent2 as a result of the country being the real-life inspiration for Arendelle, parents desperate to get their hands on must-have product for Christmas, to the rise of sing-along videos on YouTube – including 3.2 billion views of Let it Go – and popularity of the name Elsa.
Godfrey’s study notes that the theme of sisterhood is a key factor in the film’s success, a reference supported by anecdotal feedback from young adults from around the world, as well as new research1 by Disney, resonating with one in two children. Half of parents (46 per cent) feel the characters had a positive impact on the representation of gender roles in animated films, and 33 per cent credited this for boosting their sons and daughters’ confidence.
Parents agreed that the movie’s themes positively affected their child, the top ones being kindness (44 per cent), courageousness (33 per cent), acceptance (30 per cent) and teamwork (29 per cent).
Three in four parents (71 per cent) said the timeless story of love, bravery and perseverance sparked their children’s imaginations and encouraged their children to role-play the characters or play with Frozen toys and dolls.
Claire Terry, SVP, Disney Consumer Products, Games & Publishing EMEA, said: “As we celebrate Frozen‘s10th anniversary and acknowledge its continued impact on audiences around the world, we’re looking forward to surprising Londoners by freezing over famous icons, complete with Elsa, Anna and Olaf products. We hope to inspire families to get into the Frozen spirit this month with new toy and dress-up ranges released – perfect to bring along to watch the film’s re-release in cinemas.”
A series of Frozen celebrations has kicked off around the world, including exclusive fan screenings taking place throughout Europe this month. Frozen the Musical is also celebrating its second anniversary, having already attracted 1.5 million spectators in the UK alone. Fans will also be able to immerse themselves at the world’s first Frozen themed land, World of Frozen, at Hong Kong Disneyland set to open from 20 November 2023 and at the Kingdom Of Arendelle coming soon to Disneyland Paris. And earlier this year, Bob Iger also announced a third movie.
October will also see the new Disney Frozen Podcast: Forces of Nature that extends the storytelling as an audio-first offering, complete with new characters and an original, standalone adventure set after the events of Frozen 2.
Jennifer Lee, the writer/director of Frozen and Frozen 2, has also joined the epic line up of creative visionaries supporting Disney’s Create 100, a global celebration of creativity marking 100 years of Disney storytelling. The new initiative offers fans around the globe the chance to bid on unique items and experiences inspired by each creator’s personal connection to Disney, Pixar, Marvel, Star Wars and 20th Century Studios’ stories and characters. Jennifer Lee donated a signed crew-exclusive Frozen 2 maquette of Elsa, which fans across 18 countries will be able to bid on from 12 October until 30 October 2023 with funds from auction sales going to Make-A-Wish.
For those re-recreating their love for Frozen at home can visit flagship M&S stores to discover the new range of fashion and beauty Frozen products and take a trip to Hamleys in Regent Street to find the Frozen castle home to a range of dolls, playsets and soft toys.
A huge range of toys, clothes, costumes and products, such as the Mattel Elsa Singing Doll, DuneIm Frozen home range and a new H&M Frozen clothing collection, are available to buy now to mark the anniversary.