According to Disney Chief Operating Officer Tom Staggs, plans for a Frozen attraction were discussed prior to the film's release, but were accelerated after the film's worldwide success. On responding to whether converting a portion of the Norway pavilion into an attraction based on a fictional place was appropriate for World Showcase, Staggs stated: "If the goal is to give people a taste of something like Scandinavia with the Norway pavilion, then Frozen would only increase the extent to which people would be drawn to it, to me it doesn’t seem out-of-character at all."
On September 12, 2014, Walt Disney World officials announced that the Maelstrom attraction would be replaced by an attraction based on Frozen. Maelstrom's final day of operation was October 5, 2014. Construction on the new attraction began soon afterward.
In June 2015, Disney released the first details on the new attraction, as well as revealing its final name, "Frozen Ever After". The attraction will use the same ride vehicles and course that were used for Maelstrom. The Audio-Animatronics figures planned for the attraction will feature improvements in facial animation that were first used on the Seven Dwarfs Mine Train, which opened in 2014 at the Magic Kingdom. While there are no new songs proposed for the attraction, some of the original songs from Frozen will have revised lyrics written by the original composers.
As part of the June 2015 reveal of the attraction, Disney officials described some of the key sequences of "Frozen Ever After". Riders arrive in Arendelle during its summer season, when the residents celebrate the Winter Festival. After passing Wandering Oaken's Trading Post and Sauna, riders board their boats and encounter Olaf and Sven as they prepare for the festival. Grand Pabbie tells the story of how Princess Anna and Kristoff met, then the boats ascend to find Anna, Kristoff, Sven and Olaf together and enjoying the winter weather. Riders next see Elsa the Snow Queen in her ice palace, then Marshmallow and the Snowgies that were first seen in Frozen Fever. Riders return to Arendelle through a cloud of mist and experience a fireworks finale and a send-off from Elsa, Anna and their friends.
A concept piece of a sequence featured in the attraction
Olaf and Sven animatronics
Anna, Elsa, and Olaf audio animatronics during the final scene