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For the first time in more than a decade, Barbie has been frozen out of the top spot on the holiday wish lists of girls.
The new reigning champion in the hearts of little girls is Team Elsa.
The hit "Frozen" has earned Disney more than a billion at the box office. The animated film has now plucked Barbie from the throne that she has occupied for 11 years. That's according to a survey by the National Retail Federation.
The NRF's Holiday Top Toys Survey found that one in five parents, or 20 percent, plans to buy "Frozen" merchandise for their girls. That beats the 16.8 percent that are looking to make a Barbie purchase.
Barbie's star has faded. Sales of the iconic doll dropped 21 percent in the third quarter financial results, according to the toy company Mattel Inc.
"Frozen," even a year after the release of the film, continues to rule the playground. Girls form circles and burst into songs like "Let It Go," and "For the First Time in Forever."
Dolls dominated the top five spots for girls in the NRF poll. Monster High dolls took the fourth spot and American Girl grabbed the fifth position.
For boys, the NRF said that the number one spot is again held by LEGO. Cars and trucks came in second place. Teenage Mutant Ninja Turtles were in third place.
The NRF survey polled 6,593 consumers from Nov. 3 to Nov. 10. The survey was conducted for NRF by Prosper Insights & Analytics. The poll has a margin of error of plus or minus 1.2 percentage points.
Critical thinking challenge: How did the survey determine the most popular doll?