There is no denying “Frozen Fever”. It is rare that any film strikes such a cord with such a diverse audience and even more rare for an animated film. It is undeniable that for whatever reason, Frozen has certainly made it to pure culture status and has permeated almost everyone’s life in some way. Almost anyone with children probably own a minimum of two Frozen pieces of merchandise as well as a dvd, etc. The Soundtrack has certainly been played in our own office more than once.
That said the question begs how much Frozen is too much Frozen. The normal, run of dolls, toys, collectables, games, etc seems normal mass Disney marketing standards. Add to that the initial Princess presence in the parks made for some fun, short-term shows and meet and greets. IT seems that not even Disney was prepared for the onslaught of insanity that would be Frozen. From lines to meet the sisters stretching out for hours to fights at select stores over character dolls, people have gone truly Frozen mad.
Purists from the Disney Parks are now questioning Disney‘s decision to overlay many areas and shows in the park to accommodate the still growing Frozen Fever. With a Frozen Themed are being added to EPCOT possible and a takeover of the Maelstrom ride in Norway, some are questioning what Disney would intentionally add this non educational/cultural change.
EPCOT world showcase has always been about the countries present and their cultures. While some point to the fact that the world of frozen is fictional, this does seem to be a growing trend with Disney Parks recently. With the addition of Avatar Land being added to Animal Kingdom, Disney has strayed into adding fantastical themes to real world locations. This started in party with Dinoland USA, but has gone well beyond that now.
With the addition of Frozen to almost every Parade, show and merchandise counter visible we feared over-saturation on Disney‘s part but it seems that though there are many people that are angry about the Frozen take over, there are just as many who cannot get enough. It harks back to a similar over-saturation for Universal during the Harry Potter introduction years, only with Disney fanaticism that comes with all things Disney.
Talking to cast members has revealed parents actually getting verbally and physically abusive to them when the Frozen Sign Along show was filled to capacity and they were turned away. One CM told us a story of being hit and pushed to the ground by an adult who was angry that they could not get their family in to see the show. While not ideal, it is this obsession that is driving Disney to alter more and more of its mapped out plans to accommodate the Frozen onslaught.
What do you think? IS Frozen Fever still on the rise or is Disney just milking it until it dies? Have we seen too much of Frozen?