SAN FRANCISCO (CBS SF) – The hottest dress this year won’t ever appear in Vogue or Glamour. Disney’s Elsa dress from the hit film ‘Frozen’ is as hard to find as a kid who hasn’t seen the film, and savvy owners are turning the demand into big profits by reselling them online for hundreds of dollars.

“We were at Disney land in March…they wheeled out two rack-fulls and in thirty seconds they were gone,” recalled mother Melissa Reyes.

There are actually several version of the so-called “Ice Dress,” which are supposed to range from $20 to $150, those have sold out. On Thursday you could find it offered for just $1,199.99.

Crhis Byrne of Time to Play Magazine says the company seriously underestimated demand on this fad.

“They go and they say ‘well, [dresses from the film] ‘Brave’ sold this many, so we think this is going to be as popular as Brave, so this is how many we’re going to make,” said Byrne, who acknowledged it’s impossible to predict a fad.

On eBay this week a limited edition version of the dress with accessories, which normally retails for $150, was listed for $1,500. The Disney store in Newark recently got eight dresses, which disappeared in less than ten minutes.

Moraga dad Mark Chiarucci said he tried to buy his daughters anything ‘Frozen’ related during a trip to Disneyland in February and was told that everything was on backorder at least three months. He’s been trying to make it up to his girls ever since.

“When clothing or anything is posted on the Disney store website it’s gone in less than 24 hours,” he said.

His father-in-law eventually broke down and spent $75 for two resold dolls that retail for $20.

Fortunately for parents there is hope: Byrne says factories in China are frantically sewing and trying to get dresses to market. So if you’re a parent about to plunk down a grand for Elsa’s dress, perhaps it’s best to “Let it Go” until later this summer.


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