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Disney will make more new merchandise available online to crack down on resellers
Disney is making a major shift in how it handles its popular merchandise to address reseller issues directly. True fans have been frustrated for years as limited-edition merchandise, like special popcorn buckets and straws, quickly disappeared from park shelves, only to reappear online at inflated prices. This aggressive reselling often harms the souvenir experience of regular customers.
Relevant – After the exhibition, dealers rushed to buy MuppetVision 3D glasses.
Disney's goal with this radical new approach is simple: to ensure that real fans (not just those looking for a quick profit) have better, more equitable access to these popular seasonal collectibles.
To directly address the resale issue, Disney has announced a major shift: A curated selection of park-exclusive holiday merchandise will now be available for sale online. This strategy directly challenges dealers who typically clear out park inventory.
Launching products in this new online format include festive Sully Santa popcorn buckets and brightly lit Donald Duck Christmas tree straws. These collectibles are exactly the kind of highly sought-after products that historically spark long lines at the park and sell out instantly at the park.
By making these popular items available through the Disney Store website, the company accomplishes several important goals simultaneously. Best of all, it gives fans across the country a more equitable opportunity to purchase merchandise without having to be in the park on a specific date. Additionally, the move gives Disney greater control over its inventory and distribution, directly undermining the lucrative resale market and significantly reducing its influence.
The strategy is ultimately an operational change designed to improve the overall park experience. When the release of exclusive merchandise results in long lines at food and merchandise booths, it creates stress for guests and cast members alike.
Moving some high-demand sales online will effectively alleviate this pressure and allow all guests to enjoy the park more. If the initial online launch is successful, Disney may expand this strategy to other limited-edition products, such as popular Epcot holiday items or Halloween buckets, fundamentally changing the collecting landscape.
What do you think of this change?
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