Parents hunting for Disney Frozen dolls while attempting to complete their Christmas shopping over the next couple of weeks could be left wondering if they have left it too late.

Snow Glow Elsa

Sales of this year's must-have item had been restricted to one per customer at The Entertainer, in the Mander Centre, before selling out completely.

The company-wide decision to limit sales was taken in an attempt to prevent bulk buying - and when they're back on the shelves, they will be limited to one per shopper.

Alternative dolls and other Frozen merchandise are still available but the most popular singing doll is currently out of stock.

Store manager Dawn Davey said: "They are extremely popular, I'd say the most sought-after item. It wasn't a decision made locally, it doesn't happen very often."

Although the one doll per customer policy was enforced, Miss Davey said it was the 'manager's discretion' to bend the rules if a parent was desperate for a doll for each of her children.

Shoppers had been taking advantage of the fact the popular children's film merchandise was being sold for a £5 discount at £34.99.

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Gemma Thompson, from Sedgley, had been searching for a doll at The Entertainer for her young daughter.

She said: "They are hard to find. In this day and age there are people who will bulk buy and put them on eBay. I have three nieces too but I tend to get them different things. Maybe they should have limited it to two per customers because there are lots of people who have more than one child."

The Disney store in the Merry Hill shopping centre is also limiting sales of its Frozen dolls and costumes, but is allowing customers to buy a maximum of two items.