Duffy has always drawn a crowd. But at Shanghai Disneyland, that affection has escalated into something harder to control.
This week, following a wave of merchandise frenzy that left guests queuing for up to 14 hours, Disney has taken the unusual step of pulling an entire collection of Duffy and Friends merchandise from in-park shelves. The decision marks one of the most drastic retail measures the company has taken in recent years—one aimed at curbing a growing problem.
Long lines for exclusive collectibles aren’t new. From Sonny Angels to Labubu drops, viral toys and accessories have turned retail releases into competitive events. Disney, a major player in the fandom-fueled collectibles space, has introduced tools like virtual queues and merchandise lotteries to manage crowds. But at Shanghai Disneyland, demand has consistently overwhelmed supply—and patience.
Recent Events Overwhelm Shanghai Disneyland
The tipping point came earlier this month, when Shanghai Disneyland launched its Summer Ocean Party line of merchandise featuring Duffy and Friends. Priced at 179 yuan ($28), the limited-edition keychains became an instant target for both fans and resellers. Within hours, items began appearing online for nearly triple the price—some listed at 499 yuan ($56).
According to Chinese news outlet Sina, lines began forming around 5 p.m. on July 7—five hours earlier than usual. Guests even booked hotel rooms at the Shanghai Disneyland Hotel and Toy Story Hotel to gain early entry and improve their chances of securing a spot in the merchandise lottery.
“Everyone came for the new product release,” one guest told Sina, citing the early access as crucial to increasing the odds of being able to buy the dolls. Despite previous efforts by Disney to reduce reseller activity, including requiring ID and limiting purchases, demand continued to spiral.
Shanghai Disneyland had attempted crowd control before. From implementing purchase caps to requiring personal identification to deter scalpers, the park has battled resale culture for years. Yet the frenzied Duffy drops—often marked by security intervention, overnight queues, and backdoor workarounds—persisted.
Drastic Measures to Avoid a Repeat
This time, the park responded with the most sweeping action yet: removing the merchandise entirely.
On July 9, Shanghai Disneyland issued a notice to guests via its official app stating that it would no longer sell the Summer Ocean Party line at any of its on-property locations, including the resort hotels. The remaining stock, Disney confirmed, will be redirected to its official Tmall storefront—a subsidiary of Chinese e-commerce giant Alibaba.
The move is intended to restore order after repeated disturbances. Last year, guests lined up for more than eight hours during another Duffy release, with security called in to manage the scene. Despite Disney’s per-person purchase limits, fans and resellers often exploit loopholes—bringing children or using multiple park tickets to multiply their haul.
Critics argue that Disney should have anticipated the chaos. Others believe the park made the right call by pulling the items and shifting sales online. Still, some fans worry this could be the beginning of more restrictive access to exclusive merchandise in parks.
For now, Shanghai Disneyland’s shelves are a little emptier—but far less chaotic. Whether that balance can be maintained through future releases remains to be seen.
Do you think Shanghai Disneyland has made the right choice?
