'Frozen' helps HK Disneyland reap record merchandise sales

April 02, 2015 15:18
Merchandise related to the animation movie 'Frozen' was in much demand in the past six months, says Hong Kong Disneyland. Credit: http://frozen.disney.com/

Hong Kong Disneyland has reported record merchandise sales, thanks mainly to the huge demand for items related to the blockbuster animation movie "Frozen", Ming Pao Daily News reported.

Jim Greene, director of merchandise at the Hong Kong theme park, was quoted as saying that per capita spending of visitors between October 2014 and March this year was up three percent year-on-year, reaching a new high, driven by stellar sales of Frozen merchandise.

Another series that was in much demand was the Tsum Tsum line of collectible plushies, he said.

The theme park did not disclose how many visitors it had during the period, but Greene said he expects merchandise sales to be able to keep up the outstanding growth pace.

New product launches, in addition to the existing strong line-up of the Frozen, Tsum Tsum and Duffy Shelliemay series, will help sales stay strong in the coming months, he said.

Hong Kong Disneyland will step up promotional efforts in Southeast Asian countries, including a tailor-made song for the Philippines market.

Greene revealed that the company has adopted a more aggressive product replacement strategy, which has seen the average replacement rate rising to 50 percent last year from 40 percent previously.

The park has launched over 100 products for the Frozen line since last June, and they made up for eight to 11 percent of the total merchandise sales. Frozen costumes have been the hottest items, with an average of 530 costumes being sold each week, and 70 percent of them being Elsa's dress.

-- Contact us at [email protected]