One Disney park has once again found itself at the center of a growing resale problem. Last week, long before opening hours, dozens of people were seen camping outside the entrance, hoping to get their hands on a new line of limited-edition merchandise.
Scenes like this have become increasingly common as demand for exclusive Disney products continues to climb. Across multiple parks, guests are lining up earlier, merchandise is selling out faster, and items are appearing almost instantly on resale platforms.
This time, the frenzy unfolded at Shanghai Disneyland.
A Midnight Queue at Disney Park for Keychains
The park released its latest Duffy and Friends Rainbow Series last week, a collection of plush keychains featuring characters like Olu Mel. According to Shine, guests began queuing as early as 1:30 a.m., hours before the 10 a.m. merchandise drop.
Most of those in line weren’t casual visitors or longtime fans. Instead, they were resellers, hoping to flip products for a significant profit. And they succeeded. An Olu Mel keychain originally priced at 179 yuan (about $25) was soon listed online for as much as 1,379 yuan ($192). Everything sold out within seconds.
Shanghai Disneyland has taken steps to curb reselling in the past, including implementing ticket ID requirements. But even with those efforts, crowd surges and overnight lines continue to accompany high-profile merchandise releases.
Scarcity Breeds Opportunity—and Frustration
Much of the demand stems from the park’s lottery-based purchasing system for limited-edition items. Guests with Early Park Entry have a better chance of being selected, making the process feel less like shopping and more like gambling, especially for scalpers.
The park’s Duffy and Friends line has proven particularly volatile. Earlier this year, a LinaBell merchandise release sparked hours-long waits and crowd control issues that required security to intervene.
Online responses have varied. “I really don’t understand these people,” one user commented. Another was more matter-of-fact: “Earning 3,000 yuan in one night isn’t easy.”
Reselling isn’t just a Shanghai issue. Tokyo Disney Resort has also faced challenges, with one February release drawing crowds described as “packed like a dumpling.” Last year’s Christmas merch also saw such high demand that some orders were delayed until May 2025. In the U.S., guests at Disneyland and Walt Disney World have been seen hoarding seasonal collectibles, especially popcorn buckets, only to resell them online minutes later.
Shanghai Disneyland has faced some of the sharpest scrutiny, partly due to the high resale prices. One Olu Mel plush from 2021—dressed in a Halloween “Purple Dragon” costume—reportedly sold for nearly 10,000 yuan ($1,391) on secondary markets.
Do you think Disney’s reseller problem has got worse?
