In order to provide all Guests the same opportunity to purchase Disney-branded merchandise, starting from this month, a same-item purchase limit of 10 will be implemented on product sold online, through the new Shop Disney Parks mobile app, and at stores located at the Walt Disney World Resort, Disneyland Resort; Disney Vacation Club; Aulani, A Disney Resort & Spa and Disney Cruise Line.

This purchase limit previously only applied to select items (like Frozen apparel).