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As an entertainment vehicle they don't come any bigger than the lumbering juggernaut that is the Disney organisation.

Global theme parks, multi-million pound movies and burgeoning retail outlets all feed the insatiable appetite for the worldwide conglomerate's magical products.

With a number of ice shows traversing the globe on an annual basis it perfectly epitomises the brand extension – a winning concept that markets the stars of some its biggest-hitting movies, new and old, to a rapt audience more than happy part with their cash.

The fun at a Disney On Ice show starts before you even sit down as you have to navigate your way past the rows of glittering merchandise that would give the most hardened of magpies a migraine.

Like West End musicals on ice these big budget shows are invariably impressive affairs and this was no exception, extolling the virtues of high production values, and a sizeable cast of hugely talented skaters who performed an array of dazzling ensemble pieces.

First up on the ice were Mickey and Minnie, joined by Donald Duck and Goofy – who acted as our hosts for the evening.

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Through the magical adventures of The Little Mermaid and Tangled which featured some impressive acrobatic routines that were a cavalcade of colour and supreme technique – most noticeably a riotously enjoyable re-enacment of the song Under The Sea - the first half came to an eye-popping conclusion.

The second half was equally as vivid as the cast of Beauty and the Beast brought thrills and spills to the ice echoing Les Miserables thanks to the deployment of no little Gallic flair - the highlight of which was a lavish Be My Guest.

There was no let up in this pageant of popular musical hits, especially when our headliners hit the ice.

Imagine One Direction walking into an all girls' school and that would give you an apposite idea of the decibel-scaling noise generated when everyone's favourite ice maidens Princess Anna and Queen Elsa from Frozen made their keenly-anticipated entrance.

The extended final segment of the show featured many of the songs and characters from this all-conquering movie – and when Elsa belted out signature hit Let It Go, the sound was akin to a rock concert as the audience belted out the words.

The skating was impressive and technically excellent, the theatrical presentation and costumes equally so – and the thrill of seeing the characters that children know and love ‘in the flesh’ wasn’t lost on wide-eyed little ones.

Not least my little girl who was transfixed and lost in wonder throughout. Which tells you all you really need to know.

The Magical Ice Festival is at Cardiff Motorpoint Arena until May 3. Visit www.livenation.co.uk/cardiff