Disneyland Fans Clash as Resellers Flood Anniversary Launch, Scoop Up Limited Merch
The air was buzzing with excitement as thousands of fans poured into Disneyland Resort to witness the kickoff of its historic 70th anniversary celebration. With special events scheduled, exclusive shows returning, and magical surprises teased in the lead-up, anticipation had reached new heights.
Guests lined up as the sun rose, hoping to be among the first to experience the festivities and get their hands on anything labeled “limited-edition.”
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And there was plenty to be excited about. From the long-awaited return of the Paint the Night Parade to revamped fireworks and World of Color spectaculars, Disney’s celebration of “The Happiest Place on Earth” aimed to capture everything fans love most. Pair that with themed dessert parties, character appearances, collectible experiences, and special menus, and it was clear that the resort was going all out.
But as with many Disney milestones, celebrations come with merchandise — and merchandise comes with lines. Long lines.
Among the highlights of Disneyland’s platinum anniversary rollout was the unveiling of an expansive new line of anniversary merchandise, including everything from tumblers and Minnie ears to spirit jerseys and commemorative mugs. But one item stood out above the rest: the Key to Disneyland.
The Key to Disneyland isn’t just a collectible keepsake. It unlocks nine unique stations located throughout the park, each one giving guests the opportunity to earn a 70th Anniversary commemorative pin. Collect all nine pins, and you’ve completed the full experience.
It’s an exciting interactive option for fans, but with a twist — in order to complete the full set, guests must purchase nine keys. And with each Key priced at $59.99, it’s an expensive endeavor, even with a Magic Key discount.
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As expected, fans raced to snap up the keys. And they weren’t alone.
On TikTok, the scene was described as pure chaos. One user, @designerdisneybro, posted a video of the long lines and guests rushing into shops. “The lines for merch are CRAZY! It’s the Hunger Games out there, may the odds be in your favor!”
While Disney has always faced the issue of resellers swooping in during high-demand product releases, many fans felt this situation took things to a new level.
@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
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One Reddit user, J_caluya, shared a photo of guests purchasing what appeared to be multiple Keys to Disneyland. The caption: “And so it starts…”
Commenters wasted no time sharing their frustrations:
Resellers buying large quantities of exclusive merchandise and then flipping it online at inflated prices is a long-standing issue. In this case, fans reported that the Keys were already being listed on resale sites like eBay mere hours after release.
Related: Resellers Trample One Another to Get Their Hands on New Disney Merch
Another user pointed to a similar situation involving Death Star popcorn buckets released during Disneyland’s Season of the Force celebration. The buckets sold out quickly in California, but were still widely available at Walt Disney World weeks later, much to the dismay of would-be scalpers hoping for scarcity.
“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.”
Despite the anger, not everyone agreed that the guests in the Reddit photo were necessarily resellers. Others pointed out that if you want to collect all nine commemorative pins, you do, in fact, need nine keys. One user posted:
“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.”
This has created a gray area: Is buying in bulk a sign of enthusiasm or opportunism?
Disney has tried to combat reselling behavior over the years with purchase limits and mobile waitlists, but many guests believe more needs to be done. While Disney has increased production for popular items in some cases, like popcorn buckets and spirit jerseys, it’s clear that demand often still outpaces supply, at least in the early days of an event.
As for the Key to Disneyland, it remains a central part of the celebration. Guests can pick up a key and start their pin-hunting journey by unlocking nine locations scattered across the park:
- Disneyland Fire Station (Main Street, U.S.A.)
- Aladdin’s Lamp (Adventureland Bazaar)
- New Orleans Square
- Outside Pooh Corner (Bayou Country)
- Across from Star Wars: Rise of the Resistance (Galaxy’s Edge)
- Frontierland near the entrance to Galaxy’s Edge
- Across from Roger Rabbit’s Car Toon Spin (Toontown)
- Fantasy Faire (Fantasyland)
- Near the exit of Buzz Lightyear Astro Blasters (Tomorrowland)
Fortunately, the 70th Anniversary celebration will continue through the summer of 2026, giving fans plenty of time to grab the items they missed during opening weekend. Disney has promised regular restocks of most anniversary merchandise throughout the year.
So what do you think? Are resellers taking advantage of Disney’s most loyal fans, or are they just passionate collectors like everyone else? Should Disney be doing more to keep limited merchandise in the hands of true fans? We want to hear your thoughts in the comments below!
