The record-breaking release of Frozen in 2013 marked a shift in the American animation industry and the Walt Disney Company as a whole. The film has been elevated as a catalyst for the third “golden age” for Walt Disney Animation Studios, restoring the company’s brand identity and ushering it into a new phase. It has also been praised for its pedagogical promise of change and reform of the Disney princess franchise, marking the start of an era characterized by strong, independent female leads that evolve around “richer, more complex stories” (Harris, 2016). Popular critics have lauded the film for improving Disney’s gender role portrayal and for providing role models that are more empowering and realistic for young women – or what American educational scholar Cole Reilly has labelled “an encouraging evolution among the Disney Princesses” (2016, 60).
The exchange of the traditional heterosexual fairy-tale romance for sisterly love was at the time unprecedented. Finally, from a business perspective, Frozen has set new standards for branding and merchandizing of the film's universe, music and popular characters. As the 10th anniversary of the film's premiere approaches, Frozen remains one of the most loved, recognizable, and marketed Disney films to date. Its enormous exposure and popularity calls for an exploration of itsinfluence on mainstream animation and on contemporary popular culture and society as a whole.
