Disneyland’s 70th anniversary celebration has officially begun, and the energy surrounding the milestone is everything fans hoped it would be. The resort rolled out the red carpet for a nostalgic, jam-packed lineup of returning fan-favorites, exclusive entertainment, and enough themed merchandise to make anyone’s wallet nervous.
From early morning crowds to late-night firework finales, the park has become a beacon for both die-hard Disney fans and curious newcomers hoping to catch a piece of theme park history.
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While the fanfare is certainly justified—this is, after all, a celebration of the original Disney park—the lead-up to opening weekend wasn’t just about parades and snacks. A massive amount of buzz surrounded the launch of limited-edition merchandise. And as many longtime fans know, when Disney drops exclusive collectibles, chaos often follows.
This year, merchandise tied to the platinum anniversary has taken center stage. New spirit jerseys, mugs, tote bags, Minnie ears, and collectible apparel are now available across the resort. One item, however, has outshone the rest: the Key to Disneyland.
More than just a pretty souvenir, this collectible plays a role in an interactive pin-hunting experience. Each key allows guests to unlock one of nine stations throughout Disneyland Park. Once unlocked, guests receive one commemorative pin. Completing the full collection requires nine keys—and that’s assuming you can find them.
Each Key to Disneyland is priced at $59.99 before any discounts, which puts the total cost of collecting all nine pins at nearly $540 for non-passholders. The limited supply, combined with the interactive nature of the product, quickly turned the keys into one of the most sought-after pieces of anniversary merchandise. And of course, that meant the resellers weren’t far behind.
A TikTok user who goes by @designerdisneybro captured the atmosphere at the parks during the first wave of merchandise releases. Their post read, “The lines for merch are CRAZY! It’s the Hunger Games out there, may the odds be in your favor!”
@designerdisneybro The lines for merch are CRAZY! It’s the Hunger Games out there may the odds be ever in your favor! Thanks @James 🦦 for your service! #disneyland #disney #shopping #disneyshopping #disneytiktok
Related: Resellers Physically Intimidate Other Disney Customers
That sentiment was echoed in Reddit threads, where users were quick to spot patterns that have become all too familiar. In one now-popular post, user J_caluya shared a photo of two guests purchasing what appeared to be a large number of Disneyland Keys, captioned: “And so it starts…”
The comment section immediately filled with frustration and speculation:
I always love it when Disney over produces the thing scalpers are trying to scalp and then they are clamoring to break even.I don’t even buy the things they want to sell I just f***ing hate scalpers and hope they always lose their money
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Others weighed in with comparisons to earlier release fiascos, including the recent rollout of Death Star popcorn buckets. While Disneyland sold out of the buckets during its Season of the Force event, Walt Disney World had more than enough stock available by May 4.
“We just got them out here at WDW on May 4th. I saw a bunch of people with large amounts of clone trooper and Death Star buckets… I’m glad the scalpers are getting screwed by how much Disney is producing items that people really want.”
The debate didn’t end there. Some commenters defended the shoppers in the original Reddit photo, suggesting that they may have simply been trying to complete the full nine-pin experience.
“I mean, there are eight different pins. Occam’s Razor says these folks are scalpers, but we all know there are some pin addicts that are THAT committed.”
And that’s the central issue: in an experience designed around repeat purchases, how can guests distinguish a reseller from a superfan? Buying multiple keys could be interpreted either way. But as soon as the Keys began popping up on resale sites like eBay, it confirmed that at least some people were cashing in.
Resellers, or scalpers, are nothing new at Disneyland. From popcorn buckets to exclusive pins and seasonal merchandise, high-demand items often vanish from shelves only to reappear online at a markup. Disney has taken steps to curb this, introducing purchase limits, digital queues, and online waitlists, but the effectiveness of these strategies remains inconsistent.
For now, the Key to Disneyland remains a flagship feature of the anniversary event. Guests can still participate in the pin challenge by visiting nine stations scattered around the park:
- Disneyland Fire Station on Main Street, U.S.A.
- Aladdin’s Lamp inside Adventureland Bazaar
- A location in New Orleans Square
- Outside of Pooh Corner in Bayou Country
- Across from Star Wars: Rise of the Resistance in Galaxy’s Edge
- Near the Frontierland entrance to Galaxy’s Edge
- Across from Roger Rabbit’s Car Toon Spin in Mickey’s Toontown
- Fantasy Faire in Fantasyland
- Near the exit of Buzz Lightyear Astro Blasters in Tomorrowland
While opening weekend saw intense demand, the celebration is far from over. Disneyland’s 70th Anniversary event will continue through the summer of 2026, and Disney has confirmed that merchandise, including the Keys, will be restocked periodically. So, if you missed out, you’ll likely have another shot—ideally without having to compete against eBay flippers.
What do you think about the reseller debate? Are these guests just dedicated collectors, or should Disney do more to crack down on bulk buying and online reselling? Let us know your thoughts in the comments below!
