Disney theme parks have become significantly more expensive, with prices for food, merchandise, and tickets rising much faster than inflation. A Mickey ice cream bar that cost $2.75 in 2009 now costs $6.50, and top-tier annual passes have nearly doubled in price over the past decade. While Disney cites inflation, labor costs, and heavy investment in new attractions, changes in pricing strategy — including demand-based tickets and paid add-ons — have played a major role. As Disney's streaming business struggled, its parks became the company's biggest source of profit, raising questions about how much fans are willing — or able — to pay for the magic.