We bought Disney first right after the 3 for 1 split in the 90's, then again after 9/11 when it was just about at issue again. That purchase has doubled. It does pay a dividend. I believe a good rule of thumb is buy what you use. If you drink coke not pepsi, then buy coke. If you go to Disney all the time, then... There are times that are better to buy then others. Especially now. I would watch it and try to buy low. I don't buy a lot stocks, we have Mutual Funds, but I do own Disney, Coke and a few others.