Running out of Dresses

April 19, 2014, 09:32 AM

http://animationguildblog.blogspot.ca/2014/04/runn...

... Toys, dolls, and clothes have always been a big part of strategy at Disney, the world’s largest licensing company. Even so, it’s hit an unexpected merchandise jackpot with Elsa, the Snow Queen of Arendelle, and her ice gown. “It took everyone by surprise worldwide,” says Stephen Berman, chief executive officer at Jakks Pacific (JAKK), a manufacturer that sells to chains such as Wal-Mart Stores (WMT) and Target (TGT). “This is a new Disney princess franchise. It happens maybe once o...