CHILDREN are being left out in the cold as their parents hunt for toys and dolls from a runaway Disney hit.
Characters from Frozen are flying off the shelves across the Capital, with store bosses admitting they are selling out faster than they can be restocked.
The figures are such hot property at the Disney store at the Gyle that new stock is having to be delivered twice a week.
One parent who contacted the shop was told the toys were selling out in “ten minutes”, and that she would have to call at 6.30am to reserve one.
The film is Disney’s biggest hit yet, raking in more than £644 million worldwide since its launch in December, and children cannot get enough of its main characters – Anna, Olaf the snowman, and Queen Elsa.
The craze for the toys is global, with reports that one parent in the US paid £700 for an Elsa doll with a retail price of less than £20.
A manager at the Disney store said that reservations for Frozen toys were only being taken on the day they were delivered, forcing parents to scour the city for other stockists.
But the story is the same at other major retailers. Charlotte Elliot, general manager at Fort Kinnaird Toys ‘R’ Us, said weekly deliveries were being arranged to try to keep up with the frenzy.
“Demand for Frozen toys has had a global impact on the availability of the toys, making them hot property at Toys ‘R’ Us,” said Ms Elliot.
“Olaf has been a real hit here in Edinburgh – he’s funny, quirky and the ultimate star of the movie and our customers can’t get enough of him.”
Cary Cooper, professor of psychology at Lancaster University, said the craze in must-have toys was fuelled by social pressure in the playground, as well as guilt over the long hours parents work.
“Kids are actually a very powerful influence on their parents. Parents work extremely long hours, and in two out of every three families in the UK, both parents work.
“They don’t have as much personal time with their kids.”