The unprecedented popularity of the Frozen character appearances and merchandise has caused a change to the Magic Kingdom's morning rope drop procedure.
Princess Fairytale Hall
In an attempt to stop those guests desperate to be first in line for the Frozen meet and greet from running through the park, guests are now slowly walked along Main Street U.S.A. behind a rope, all the way through to Fantasyland. Previously, guests were free to walk along Main Street U.S.A. and would stop at ropes at the entrance to each land prior to opening.
Before this new rope drop procedure was put in place, guests were sprinting along Main Street U.S.A., cutting through stores and doing whatever it took to be first in-line at Princess Fairytale Hall, and even the merchandise locations selling Frozen items.
The stores are frequently selling out of merchandise, despite having a 5 identical item per person limit. The Frozen meet and greet with Else and Anna routinely has standby wait times in the 200 minute region, even though FastPass+ is also now available.
Frozen Characters at Princess Fairytale Hall