Yup, music and video all over again. Remove the artificial scarcity and see what people think it's really worth. If the brand name is not enough, maybe Disney will have to find a way of adding real value to a 1c piece of plastic. Put a bar code on her butt and enable the princess to access licensed content that is kid safe and not as creepy as some of the internet enabled spy toys we have seen so far. The plastic should be merely the gateway not the final product.