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When you answer the door this Halloween, there’s an extremely high likelihood that you’ll be dropping candy into the bags of Elsa, Olaf, Raphael or Donatello. Wait a sec. Those aren’t the names of your neighbors’ kids. They are, however, the names of this year’s most popular Halloween costumes—the trademarked, copyrighted, branded kind.
According to a just-released study by the National Retail Federation (NRF), much of the $2.8 billion that’ll be spent on Halloween costumes this year will go to purchase characters straight from the multiplex.