Growing up, one of my favorite parts of visiting Walt Disney World was saving up my own money to buy something truly special. These were not just souvenirs; they were deeply personal mementos tied to specific attractions or resorts that I loved. After enjoying a ride, I could wander into the exit gift shop and find a unique item related to that experience. Whether it was a shirt with imagery from Soarin’ or a towel to dry off from Splash Mountain, these items felt like a tangible connection to the magic of the attraction itself.
Today, that experience feels largely absent. Instead of finding a Soarin’-specific shirt or unique memorabilia tied to the attraction, I’m greeted with rows of general Disney merchandise—items that wouldn’t feel out of place in a Target or Walmart.
Take Buzz Lightyear’s Space Ranger Spin, for example. How exciting would it be to grab a shirt that proudly proclaims, “I’m a Galactic Hero” after maxing out your score? Unfortunately, such personalized items have been replaced by generic Toy Story branding that doesn’t even acknowledge the ride it’s being sold next to.
The problem isn’t limited to the parks. The loss of resort-specific merchandise is equally disheartening. Disney resorts are incredible in their theming and attention to detail, and staying at one is a unique experience that deserves to be celebrated. Yet, the merchandise selection at many resorts lacks variety and personality. While there has been a slight uptick in resort-specific offerings (see Pop Century, Art of Animation, Beach Club, Contemporary, Wilderness Lodge, and more), the current selection pales in comparison to what used to be available. Deluxe resorts, in particular, deserve more than just a few token items. These are iconic destinations, and their merchandise should reflect the special memories guests create while staying there.
Why has this happened? The most likely explanation is rooted in efficiency and profit margins. Generic merchandise, if it doesn’t sell in one location, can easily be redistributed to other stores on property or added to the online Disney store. This approach minimizes risk and maximizes potential sales. But as a guest, this feels lazy and cheap. If I’m going to pay over $30 for a shirt, I want something that reminds me of a specific moment or memory from my trip, not a product I could find back home.
It’s clear that certain merchandise trends, like spirit jerseys, sell incredibly well across the board. And while those items have their place, it’s disappointing that unique, location-specific merchandise has been sidelined in favor of these mass-appeal products. What once made Disney’s shops feel like treasure troves of discovery now feels like a cookie-cutter retail experience. It also made the hunt for that item that much more exciting because I knew that, that small gift shop might be the only place to find that item, and that it wasn’t also in the Emporium, Creations, etc.
For many guests, merchandise is more than just a souvenir; it’s a piece of the magic we take home. Unique, attraction and resort-specific items elevate that, making our trips even more memorable. Here’s hoping Disney realizes the value in bringing back these special offerings and once again celebrates the individuality of its attractions and resorts.
