When Disney’s theme parks shut down during COVID, the brand took to TikTok to give fans a daily dose of Disney, while also building hype for when the parks would reopen. The account now has 4.7 million followers, with several products going viral and generating sales.
One of the first products to pop came in December 2020 with a video that showed how chocolatiers made a hot chocolate bomb in the shape of Olaf, the snowman from the movie “Frozen.” The video garnered 7.4 million views, and the $14 Olafs sold out within hours every day. The company had to limit two per guest and create more Olaf molds to deal with demand at The Ganachery at Disney Springs at Walt Disney World Resort.
“We had grandparents coming in saying that their grandkids had seen the Olafs on TikTok and had to have them,” said Jason Recher, VP of communications for Disney Parks, Experiences, and Products.
In January 2022, Disney posted a TikTok ahead of the release of a popcorn bucket in the shape of Figment, the purple dragon that’s the mascot of Epcot. The video, set to the audio, “I know something you don’t,” reached 885,000 views, and the first wave of $25 Figment buckets sold out in four days. The hashtag #FigmentPopcornBucket has more than 22 million views on TikTok. The park had to encourage visitors to use the Disney Park app for mobile ordering to monitor sales and adjust supply.