Disney's Merchandise Problem: The Case for Clean Designs

While most things at Disney theme parks could be described as "over the top," it's not necessarily what every guest wants in their merchandise.

Yes, things are pretty much dialed up to 11 in the Land of the Mouse, with no detail overlooked in order to properly create the magical landscape that made it the center of the amusement park world.

On the merchandise side, though, some customers are complaining that there aren't enough options that are more toned down, fitting in with modern, minimal design trends. Also, they want more products without a specific IP, instead focusing on the theme park itself. With Disney as popular with adults as it is children, there's a desire for older guests to be able to get souvenirs that they can feel good about using in their daily lives, whether it's a bag they take to work, a shirt they wear around town, or any other kind of souvenir that doesn't necessarily have to have a cartoonish branding to it.

I usually just want classic gift shop merch like a simple logo or something tasteful. But mostly everything is so tacky and totally overdone.

Why can’t they make more obvious merch?

— Storybook Amusement (@StorybookAmuse) June 13, 2023

Other Disney fans took to Twitter to make their own critiques over Disney's perceived lack of "regular" products.

"My wife says this all the time about Universal," one Twitter user said, according to Inside the Magic. "You can find 100 shirts with IP branding, but no good straight up Universal branding."

This seems like quite an oversight by a company not known for branding oversights.

Sure, incorporate all of the myriad IP's that Universal and Disney have to offer. Fans will love that! But, for people who want something more understated, or just an artifact from their trip to Universal, the store should stock more basic choices.

Inside the Magic writer Jessica Nicole made a good point about this IP-heavy merchandise: "Much of what they offer, especially for apparel, works well in the theme park where everyone else is wearing them, but end up in the back of the closet once you get home."

From a promotional apparel standpoint, that's about the worst fate an article of clothing can have.

The lesson here is that when you're designing or creating promotional products, don't lose sight of the brand you're promoting. You can integrate other pieces of the brand (in this case various IP's), but the primary objective should be to promote the main brand itself, and consider all of the prospective end-users who might want something more understated.