So what, have a contest on who is a bigger fan? I think this would be a form of discrimination and the employees cannot do that. Geez, like they're paid enough to have to decide who gets one and who doesn't. Sorry, but this wouldn't fly. I can only see them changing the policy to one per guest.
It'd be as easy as placing a no dealers, no resellers policy and limiting it to one per household.
Contest was just an out of the blue idea, but the fact is that the first two weeks my store had 14 dolls and they were available until about 6 PM because only the fans were buying them. Now the resellers are buying them. I've seen the dolls at local hobby shops for $200, on craigslist for $300, and we all know they're on ebay. Sure, the contest idea might be "discrimination", but it certainly does weedout the flippers [because I'm sure 9/10 actual Disney lovers are WAY more considerate of their fellow fans]
Being a loyal customer MEANS entitlement, period. If you have someone who comes in 2x a week and buys everything there is, they deserve some degree of reward. Every other store does it: Victoria's Secret holds special events for credit card holders and adds coupons for frequent shoppers. Gamestop does parties and special deals for people who preorder and have their frequent shopper cards.
The best example in this case is MAC and Sephora. When they come out with limited edition make up lines they know will sell like crazy and will go on ebay for 2-3x as much, they don't just make it first come first serve. Instead, they hold a special presale party that only frequent shoppers get into, and they also hold limited quantities for those shoppers after the official release so they can get the whole collection. I get into these events because they knew I buy make up regularly for my GF and we go in for her to get consultations and make up applied by their pros [which requires a $60 minimum purchase] often enough. The last one I went to was Wonder Woman at MAC and it was awesome, they had a Wonder Woman cosplayer, superhero themed cupcakes, and very colorful free drinks. And there were no resellers, just regular customers, a few reporters, parents and significant others picking up gifts.