Disney signs up with over 60 brands for 'Frozen 2'

The Walt Disney Co. India has inked about 67 brands as sponsors for Frozen 2, its upcoming animated musical fantasy. This has been the highest number for an animation flick in the country to date. The consumer products range consists of brands such as toy retailer Hamleys, fashion brands Max and Reliance Trends, clothing chain Pantaloons and e-commerce company Flipkart. Sanjeet Mehta, Executive Director and Head, consumer products, Disney India, said, “Frozen merchandise has been one of the top-selling products for us and is enjoyed all year round. On the occasion of the movie’s release, we will be launching an all-new range of Frozen inspired products to celebrate the love young fans have towards the franchise and give them an opportunity to take home a piece of their favorite character.” Clothing chain Pantaloons has unveiled a special Frozen collection for toddler and junior girls, including printed joggers, leggings, sweatshirts, and sweater dresses in interactive prints, fancy sequins and appliques and footwear featuring the film’s characters. Hasbro, toy and board game company, will be introducing a range of new dolls and playsets inspired by the two protagonists, Elsa and Anna, while multinational conglomerate ITC has unveiled a line of stationery products, which includes notebooks, geometry boxes and coloring sets based on the movie. 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 the film, Hasbro has introduced 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.” While Flipkart will offer Frozen 2 merchandise across categories such as kids’ fashion, toys, and school supplies, Asian Paints has launched a line of wall décor products (decals) around Chris Buck and Jennifer Lee-directed film.