Frozen 2 reminds me of an oddity of Disney merchandising that began with the original Frozen.
In the movie, Anna was exuberant, passionate, and impulsive. She begged Elsa to come out from behind closed doors so they could have fun together, she got engaged to Prince Hans the night she met him, she charged into dangerous territory to save Elsa from herself and return her to their kingdom.
But in the merchandise, she was demure. (See the image above.) And that may have been a big factor in her merchandise selling less than Elsa’s.
My friend Anna Mansager has pointed out that the same thing happened to another Disney star. “They had this problem with the marketing for Merida from Brave, too. In the movie she is spunky and rebellious — in the merchandising they portray her as demure and happily wearing the very dress she rebelled against in the movie.”
I don’t know who in Disney Consumer Products decided to make these characters more withdrawn in the merch than in the movies. But I hope the trend ends. I like Anna as the excitable and exciting one.