As Theme Parks Reopen, Disney Makes Changes to Merchandise Policies

Joseph Myers

As the year unfolds and the nation continues to contend with the COVID-19 pandemic, there will undoubtedly be numerous changes to treasured traditions as they resume their presence in our lives. Long lauded for growing the public’s fascination with fantasy, Disney must also face the reality of changing its business approach. Given that its parks will begin reopening roughly a month from today, guests, who certainly will enjoy reuniting with the spaces as summer escapes, will have to navigate some new merchandise policies.

As we have seen over the years, Disney has forever won the admiration of consumers, but continuing its legacy will, at least during this period, involve some plot twists. The biggest, one might contend, is the revelation that, until further notice, it will not allow for in-person purchases of new product launches and limited-edition merchandise. Those two means for Disney to connect with its followers have proven a reliable source of cash and appreciation, but the pandemic has made it so these items will only be available for purchase online. With the reopening of parks slated for July 11, it will be interesting to see if next month finds Disney claiming e-commerce distinction like these brands.

According to WDWNT, pin trading with cast members will go on, but it, too, will undergo an alteration, as the practice will no longer involve lanyards or in-person trading, and will instead rely on self-service pin boards. Disney will also no longer allow guests to have merchandise purchased in shops delivered to their hotels, though it will allow for purchases to be shipped to a home address.

WDWNT also notes that Disney will temporarily do away with dressing rooms, and that the reopening of its merchandise locations will allow for patrons to make in-person returns. With just under five weeks remaining until Disney fans can strive to shake off their spring and early summer doldrums and partake in Mouse-fueled levity, we wonder if the lack of in-person purchase possibilities for new items will encourage consumers’ interests in securing old products. As we explored in dubbing Disney “a marketing juggernaut,” the company always knows how to navigate its position as a trusted merch mover and promotional products heavyweight.

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