When it comes to creating pixie-dusted, must-have merchandise, nobody does it better than Disney. It’s never more evident than during their annual Mickey’s Very Merry Christmas Party at Magic Kingdom. The ticketed event isn’t just about festive parades, dazzling fireworks, and all-you-can-eat cookies. (Seriously, bring a separate bag to lug that cookie haul home.) It’s also a treasure trove of limited edition, exclusive merchandise that’s limited to just the party-goers.

Let’s dive into why Disney’s promotional products at this holiday extravaganza are the stuff of dreams—and maybe a little bit of holiday-induced adrenaline, too.

Exclusive Merchandise That Sparks FOMO

Disney knows how to ignite holiday spirit and a little dash of FOMO better than anyone. The merchandise at Mickey’s Very Merry Christmas Party is only accessible to partygoers. (The pictures in this blog are from my own trip this year.) Limited-edition pins featuring The Fab Five in their cutest holiday outfits, a Spirit Jersey that can only be found at the party, and ornaments that commemorate the special event add to the allure, especially for Disney nerds. Tickets to these parties almost always sell out, as does the allotted amount of merchandise.

There’s even special, commemorative merchandise that only Passholders can buy.

When something is labeled as “limited edition,” it taps into a primal instinct that says, “We need the resource because it might go away.” People value things more when they feel like they’re rare or exclusive, making them feel like they’re a part of an elite club. In this case, fans are proud and want to show off that they got into one of Disney’s legendary parties to get that merch.

In fact, Disney is so strict about the party and the merch, that if you have a dinner reservation at one of the many restaurants within the park but aren’t holding a party ticket, you will be personally escorted out by cast members to preserve the exclusiveness for party attendees.

Attention to Detail: It’s All in the Magic

Disney knows they need to infuse each of their promotional products with enchantment, and they know their audience well. Along with a free ornament all party-goers get, they know that something exclusive has a certain magnetism.

That Spirit Jersey and Lug bag aren’t just cute; they’re a badge of honor. Owning party-exclusive merch automatically puts you into the coolest club. Everyone wants to sit at the cool kids’ table, right?

Merchandise sells out almost every night of the party, fostering a sense of urgency and making people more likely to try to obtain tickets for next year’s party.

Disney is good at turning casual guests and fans into brand ambassadors. Someone is most likely going to buy something to remember their time not only at the party but also at the parks themselves. They might wear a party-exclusive shirt out Christmas shopping, making it a mobile billboard.

Plus, the entire event is social media gold. Disney Park fan blogs will try to be the first to get that merchandise on the first night of the party so they can report back to their followers, increasing engagement and generating Disney buzz. Holdouts waiting to see if the merch or the food line up is worth it will be more like to buy tickets for the following year.

Disney knows the more exclusive and magical the merch, the more tickets will be sold, more hotel reservations will be made, and there will be more park attendees.

Those behind the promo products at Disney are experts at producing something for everyone. Not everyone will wear a Spirit Jersey, but they might buy an exclusive pin as an add on to the free ornament. Or, if they’re more extreme Disney fans, they might buy the whole store and call it a collector’s dream.

The Disney Difference

The Cast Members at Disney are experts in providing magical experiences—they do it all day, after all. They know that merch like plushies of a favorite character, a hoodie, or even a coffee mug will create a lasting impression and the emotional connection that all marketers seek. Wearing a piece of merch for the duration of the holiday season will trigger the memory of the warm hug you got from Scrooge McDuck or how a cast member smiled and wished you happy holidays when you were getting your 15th sugar cookie and hot chocolate. It’s a warm and fuzzy feeling that will resurface each time they wear an exclusive sweatshirt for years to come.

Want to read more about Disney? Check out our blog about The Orange Bird here!