Disney’s Frozen has become the number one movie license in the UK toy market.

The film license has this month reached the top spot in the toy charts for the first time, and currently (w/e 8 November) has three branded toys in the top five best-seller chart, according to retail analysts the NPD Group.

Jakks Pacific’s singing, dancing and talking Snow Glow Elsa is topping the chart, followed by Mattel’s Frozen Ice Skating Doll in fourth position and Jakks Pacific’s Frozen 15” Toddler Doll, which ranked fifth.

Merchandise sales for the hit flick, which have so far exceeded £31m in Britain, are also on course to beat the all-time record held by Toy Story 3.

“When looking at weekly sales and given the most important weeks of the year are still to come (a third of sales happened in the last seven weeks of the year), if Frozen continues at this level until Christmas, not only will the license keep top spot but will also beat the all-time record of Toy Story 3 in terms of toy sales,” said NPD toys global industry analyst Frederique Tutt.

The news follows Tesco hosting a Frozen-themed event at more than 250 Tesco Extra stores this weekend (22 and 23 November).

The push gave fans chance to make a snowman, decorate snowflakes, and enter a competition to win a console or Hudl tablet. Tesco also gave away a Frozen sticker folder to be completed using stickers available in store weekly in the run-up to Christmas.

Demand for Frozen merchandise has been feverish. A new Poundworld store in Nottingham was stripped of Frozen-themed cups, lunchboxes and Advent calendars within minutes of it opening.