In response to backlash stemming from frustrations trying to purchase the limited edition Disney Princess Designer dolls online, Disney Store has announced a new release policy via its Facebook page. The new release policy replaces the one doll per week, online and in-store simultaneous release.
Last week, Disney Store President Jim Fielding took to the Disney Store’s official blog, The Buzz, to announce that changes in the sale were being discussed due to difficulties encountered by guests wishing to purchase the dolls. Fueled in large part by those wishing to make a significant profit by selling on eBay, the Mulan and Snow White dolls sold out quickly (less than an hour in Show White’s case) after going on sale at around 3:30 am ET. Along with those that were able to secure their purchase, many encountered shopping issues due to server overload as well as false sales, as the system was confirming purchases for inventory that did not exist. As a result, many that believed their purchases to go through were told their purchases had been canceled via email, although that email didn’t show up until the following day for many, preventing them from having the opportunity to try their luck in-store.
As a result, Disney Store will be releasing all five remaining princess dolls (Jasmine, Aurora/Sleeping Beauty, Tiana, Rapunzel and Pocahontas) at once at Disney Store locations on October 17, 2011. There will be a purchase limitation of one of each doll per person and stores will offer a line-up queue and distribute tickets to guarantee purchases. On October 18, 2011 at 12 pm ET/9 am ET, DisneyStore.com will sell its inventory of the dolls with the same purchase limits as in-store.