disney halloween 2013

…where is this argument about “Frozen has just been so over-marketed and shoved in our faces since Day 1” coming from?

Because… no. No.

The initial marketing for Frozen?

Was god. awful.

The teaser trailer? Slapstick with Sven and Olaf. Looked terrible. First full trailer? Made it look like a mediocre rom-com. We didn’t get the first decent trailer until, what, a month before release? Which, incidentally, was the same time we got any kind of real idea about what the movie was going to look like (outside of the script and novelization leaks we got here on Tumblr, but, seriously, in the grand scheme of things, that wasn’t all that many people).

As for merchandise… seriously, I was at the World of Disney, a.k.a. the GIANT DISNEY STORE in Downtown Disney, around Halloween 2013, and they didn’t even know who Kristoff was when I asked if they had the classic doll in stock. They didn’t even know who Olaf was. When my sister got me a ton of Frozen merch last Christmas, there was very little demand for it. The movie didn’t really start taking off until, what, February of this year? March?  Before then, merchandise existed, and a lot of it (this IS Disney we’re talking about), but Frozen wasn’t this giant cultural avalanche until a good three months after release.

Like it or not, Frozen has hit the same sweet spot that a lot of the Renaissance films did: good story, great music, princesses, marketable characters. I was born in 1986 and grew up in the heyday of the Renaissance, and trust me when I say that all of the commotion and merchandising for Frozen? Pretty much identical to the Disney films I grew up with (especially Aladdin and The Lion King). I had Nala socks and an Aladdin windbreaker. I made my mother listen to “A Whole New World” so many times she probably still knows all of the words. From 1994 to 1995, you couldn’t swing a stick without hitting some kind of Lion King merchandise. It was everywhere. And as kids, we couldn’t get enough of it.

And really, the same thing’s happening with Frozen and the kids who are the same age now that I was then. They want Frozen everything just like we wanted Aladdin everything. I’m not trying to argue that Frozen is on par with the Renaissance films, but you can’t deny the cultural impact that it’s had, in a way that no other Disney film in a generation has been able to do.

And that’s why there’s so much merch of it. You can hate it all you want. You can think that it doesn’t deserve it. But you’re kidding yourself if you think it doesn’t make sense.