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Compare the Market launches Frozen-themed toys

Promotion marks first terrestrial screening of hit movie on BBC One on Christmas Day.

Comparethemarket has joined forces with Disney for the launch of two Frozen-themed toys.

The promotion marks the terrestrial debut of the hit movie on Christmas Day on BBC One.

Baby Oleg has been dressed as Olaf, while a new character – Oleg’s best friend, Ayana – takes on the role of Elsa, complete with turquoise princess dress.

The toys are available now to existing customers who have purchased a product through in the last 12 months. Everyone else will then be able to snap them up from December 22, according to Campaign.

In addition, Comparethemarket will launch a Frozen-inspired ad on Christmas Day, featuring the return of Oleg. He was last seen on Christmas Day 2014, when Aleksandr and Sergei waved farewell in Africa.

Anna Hill, chief marketing officer at Disney UK & Ireland, commented: “It shows the power of our franchise-management strategy that we’ve been able to keep Frozen front of mind three years on from the movie by creating fantastic mass market moments, such as this brilliant Comparethemarket campaign.”

This is the second time in 2016 that has used licensed characters in a promotion. In March, it teamed up with Warner Bros. for a Batman v Superman initiative, turning Aleksandr and Sergei into superheroes.

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