It's been noted before that Frozen Free Fall: Snowball Fight is very much like Candy Crush. I won't disagree with that, and honestly, I wasn't that interested in playing it... until I came home from work and saw my young children staring at the screen excitedly as my wife played through a level. And that's when I saw the magic: unless you happen to like match-3 games, it may as well be just another freemium game designed to take your money. But for young families... it was something more.
Firstly, the "companion" system. While the game starts you with Kristoff, after a short time of playing you get Anna and Elsa, each of whom have their own special ability. While you can pay to use those abilities, it's not required. But more importantly for me as a parent, seeing the Frozen characters actually react to your moves, your wins and losses, helped entrance my young children.
That segues nicely into the next feature - multiplayer. Most of the match-3 games I've played in the past (though I haven't played many) simply didn't have a true multiplayer system, so this was a pleasant surprise. Again, as a parent to two little girls who are completely obsessed with Frozen, the fact that this game has a multiplayer was a huge relief - they could play together. Notably, it's also a nice way for me to connect with them, given that I'm a working father who is always torn between trying to relax after a hard day at work, and spending quality time with my family.
In short, this is a game designed to market to children and young families. And you know what? There's nothing wrong with that.