Disneyland

Disney Shirts and Being Part of Something Big

Disney Shirts and Being Part of Something Big

My daughter’s wish for her senior-year fall break was to go to Disneyland. Once we reserved our hotel, bought tickets for Disneyland, and arranged our schedules, I thought the planning was over. It was not. Camille (my daughter) and Angel (my wife) began spending quite a bit of time perusing Disney apparel online. It turns out we weren’t just going to show up at Disneyland in any old outfit, we were going in style. And we were going to match.

I was handed my Mickey Mouse shirt as we packed and told this was what I would wear (I would be matching our son, Soren). Camille and Angel, meanwhile, wore matching Minnie ears and red tank tops. It seemed a little over-the-top to me, but I’ll do anything for my family. On the day of our Disney adventure, we woke up early, got into the virtual queue for the Star Wars ride (which happened to be the best ride at the park—don’t miss it!), and strode out of our hotel down Disney Way. It was then I began to notice something: we were not alone. We passed group after group in matching outfits. “Ahhhh,” I thought, “this is what people do!”

The phenomenon is startling. No less than half of those at the park were decked out in Disney paraphernalia, and most of those who are wearing Disney gear are doing so in coordination with those they came with. On top of shelling out a few hundred dollars to enter the immersive world of Disneyland, people pay Disney more money to buy their shirts, ears, and princess dresses to show just how much they love Disney.

And, of course, the spending doesn’t stop there. There are Disney pins, lightsabers, and hats (the one with Donald Duck’s bill doubling for the cap bill had me smiling) to be procured. Disney turns the apathetic into consumers, consumers into fans, and fans into ambassadors.

How? And why are we all too willing to follow along?