Kim's Corner
Page 5 of 5
"Mystery" or "Surprise" Pin Release
I knew that there would be a "mystery" pin released at opening - and - no - no one "told" me. It just made sense that if they were going to add insult to injury that this would be the time.
Mystery pin release - the good
I like the idea of mystery pins - extremely limited edition pins that are released without
notice and then "found". I like them in theory - but not in practice. While I
"knew" that it would be released I also "knew" that I would be able to
trade for it - and I did.
Mystery pin release - the bad
The largest single mistake was in giving control of the pin release to those in line
first. Anyone who has been to a pin release knows that those who brave the hazards of the
race at rope drop have the most to gain by getting to the venue first. Putting the pins on
the rack was a mistake. Allowing those in first into the shop to control the distribution
of the mystery pins was a mistake. Not releasing the pins in an orderly manner from behind
the counter was a mistake. Whoever decided that this was a good idea made a mistake. The
pins were hidden - they were hoarded - they were "saved" for friends not yet in
the venue - they were anything but a "mystery". I want to know who thought that
this was a good idea?
Mystery pin release - the ugly
That the kind of problems that were encountered by releasing the pins on the rack were
"allowed" at all is a "mystery" to me. As I understand it - all of the
hiding and the hoarding and the distribution by proxy was done under the eyes of and with
the complete knowledge of those managing the event.
Mystery pin - the future
I hope that the future "mystery" pins - I know that the preferred nomenclature
is "unscheduled release pin" - will be handled differently - vouchers handed out
in line or pins distributed from behind the counter.
LE Tour Guide in Training Signing
I’d break this event down if there were an event to deal with. As it was hyped -
Cast Member, Eric Hornbeck, winner of the Cast Member "Create-A-Pin" Contest will be on hand in the Premiere Shop to sign the limited-edition pin which was created from artwork he submitted during a Cast Member Pin Fair Contest. The pin depicts the ornate Disneyland "D" and features the most famous pixie of all, Tinker Bell. Limited to an edition size of 3500, the pin will be offered for $8.50 plus tax. Limit two (2) pins per Guest, per day. Pins are subject to availability. No mail or phone orders will be taken for this event.
Let’s just say that the amount of rumor - speculation - misinformation and dis-information that surrounded this non-event was disproportionate to the event itself. Did I hear all of the rumors? Yeah. Do I believe all of the rumors? Pretty much. Was I asked not to cover the rumors? Yup. Would I like for this program to continue? Sure- I’m for anything that pumps new pins into the marketplace.
There were massive quality control issues with this pin though - most were lightly scratched and the cloisonné on Tinkerbell’s extended wrist was broken as that part of the pin tends to flex a bit too much.
Sunday’s Pin Mania Weekend Events - Wrap Up -
Was this event a success? In the minds of those who designed it - probably. Was this event a success for those who stood in line for more than 5 hours - probably not. I’d hope that the hard lessons learned will be applied to the next event. Do I have any hope that they will be? Sure. This event did more to exacerbate the issues of trust and credibility that existed before Pin Mania Weekend - and those long festering issues will be the ultimate downfall of this product promotion in the end. When those who produce the product don’t either know or trust those for whom they’re made - and when those who collect an item don’t trust those selling that item - there is no chance for success. How does the merchandise division go about trying to buy their reputation back? Two words - Accessibility and Accountability. You must be accountable to your audience and you must be accessible to that audience. That’s the only way to rebuild the trust between producer and consumer that is vital to any business.
Did the pin limits work? Well - since the pins were available in the venue for more than two weeks - I’d say yes. If the idea is to get the pins in the hands of the most people was the goal then I’d say that there were fewer people who wanted them than was originally thought. That there are pins still on the rack bodes more for the price-point than for their desirability or collectability. I’ve spent considerable time just talking to those involved - Premiere shop CMs and pin traders alike - the funny thing is that on almost every point they agree. The system broke down under it’s own weight. The 2-pin per day limit policy should be changed to a 2-pin per transaction limit policy. The fun is being drained from the promotion under the demands of a select few who know who to complain to in order to get the most "valuable" response. In the end - it will be the traders that will determine the length of this promotion - and they’re getting fed-up and quickly. If they could decide on a way to "take it back" they would - and I have faith that they will.
Did the new rules and the new system stop the secondary market? Nope. I did a quick check of e-Bay when I got home - only to find that the usual dealers had their usual auctions up - no changes there. I’d also bet that the limits made more work than they were worth - at least in their present system. Hand stamps don’t work - there has to be a better - less time consuming - method to accomplish this. Vouchers do work - there has to be a way to design them to accomplish this.
If truth be told - you will never satisfy everyone. So - shouldn’t the goal be to satisfy as many as is possible? I remember being shocked to hear that the Disneyland Resort was "happy" with a 10% dissatisfaction rate. That any business - much less Disney - would be content with this amazes me - that 10 people out of 100 would walk away from an event unhappy staggers me. I understand the diversity of the marketplace and I see the drawbacks to every system from tracking purchases by way of AP bar codes to the installation of a pin "fast-pass" system to the use of hole punched wrist bands to the use of a "sliding scale" of purchase limits based on edition sizes.. There are no fool-proof systems as long as the "fools" can make some money looking for the weaknesses in the system.
This new purchasing limit system really gets me though - I never ever - ever - ever - ever thought that I'd see the day when the powers that be in the merchandise division would discourage me from spending all the money I wanted to spend on all of the pins I wanted to buy.
Remember - all of the new rules are the DLR’s response to our - the DLR pin traders - requests. We asked for a way to limit the "sharks" from making multiple purchases of limited edition pins. We griped about the e-Bay merchandisers buying pins to profit off of the pin trading promotion. We asked that pin editions get smaller and that the WDW guidelines be brought to the DLR. We asked for all of these changes - now we need to ask for some changes in them. But - when all is said and done - pin trading will survive - the system will be tweaked to anticipate the needs of the marketplace.
All in all I was disappointed with this release - with very nearly every aspect of this release. What went wrong first? Who knows? I do know that the number of events that will be allowed to go this badly is dwindling as quickly as is the remaining respect between DLR merchandise and their collectors. I’ll be there for the "Where’s Mickey" event on Sunday - if only to watch and shake my head at the results. Oh yeah - and I’ll buy the pins if they’re cute.
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-- Kim Petersen
Kim's Corner is normally posted the fourth Monday of each month and at other times for merchandise updates.
The opinions expressed by our Kim Petersen, and all of our columnists, do not necessarily represent the feelings of LaughingPlace.com or any of its employees or advertisers. All speculation and rumors about the future plans of the Walt Disney Company are just that - speculation and rumors - and should be treated as such.
-- Posted Sepember 3, 2002