To me, the problem is that they were initially too slow to add experiences in the parks and keep up with the merchandise demand. So I think part of the reason they are going overboard now is because their response was so poor at the beginning. Classic case of over-compensation.
Considering that folks are still clamoring loudly for this product, it seems kinda premature to say it is overdone. Not surprising that the sentiment is coming from a representative of the audience least likely to be in love with Anna, Elsa, and Olaf... the (middle age?) male.
Perhaps the folks waiting hours just for a meet and greet they might have a different opinion.... especially if you are a young girl who likes princesses. Striking while the iron is hot is generally a smart move... and so far the Frozen iron is staying pretty hot.
Speaking of Frozen... This is kinda funny parody making the rounds... Walter White meets Frozen:
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