The Disney Store on Oxford Street in London was forced to close and cancel the planned release of a limited edition set of Disney Lorcana trading cards due to violent and aggressive behavior from scalpers. The situation escalated overnight as a massive crowd, estimated to be between 100 and 150 individuals, gathered for the drop of the Curator's Collection: Heroines Edition.
Sources report that some individuals had been queuing for over 12 hours. The crowd, a mix of genuine collectors and predatory scalpers, became chaotic, with descriptions of gangs pushing to the front and aggressive actions disrupting the area. In response to the escalating disorder, the store opted to delay its opening and ultimately cancel the in-store release for the day.
The Heroines Edition, featuring new cards for several Disney princesses, was a limited release intended for select locations, making the Oxford Street store the sole UK outlet. This limited availability amplified the crowd's size and intensity.
A statement from the Disney Store confirmed the decision, citing "disruption outside our Oxford Street store overnight" and prioritizing "the safety of our Guests, Cast Members and the local community." While the store eventually opened later in the day, the Lorcana cards were not available. It remains uncertain if the release will be rescheduled or moved to an online format to prevent similar incidents.
Reports from other locations suggest similar issues. At the Disneyland Paris store, the release was described as "messy," with attendees noting people camping overnight, running, falling, and line-cutting, alongside a significant presence of scalpers. This situation highlights a growing concern within the trading card game community regarding artificial scarcity and the behavior of resellers.
The incident has drawn criticism, with some observers expressing surprise that Disney proceeded with a physical, limited release given the known prevalence of scalping culture in the trading card market. The aim of limited, location-based drops was to serve collectors, but the execution has seemingly resulted in the opposite effect, causing significant disruption and disappointment.