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Disney Store becomes shopDisney with new online, brick-and-mortar store design launch

by Brittani Tuttle
disney store

The Disney Store is undergoing a new rebranding online and in-store as shopDisney.

The Walt Disney Company recently launched two new shopping experiences that reimagine the Disney Store retail experience for guests.

shopDisney has officially replaced the Disney Store’s online retail website, and offers an assortment of all things Disney, Star Wars, Pixar and Marvel, as well as authentic Disney Parks merchandise and products from the Disney Store.

A new prototype Disney Store design was also unveiled, and is being tested in select locations around the world. This new store design combines technology, storytelling and cast member interaction to bring Disney magic to life in a new way for retail. Guests can enjoy many new features at the prototype stores, like personalized celebrations, learning and play activities, and a daily live stream of a Disney Parks parade.

The prototype Disney Stores in the U.S. are now open in Century City and Northridge, Calif., as well as Miami, Fla. Prototype stores can also be found in Nagoya, Japan and Shanghai, China, with a store in Munich to open later this year.

“No one creates experiences like Disney, and our pilot stores will be testing grounds for interactive features that will differentiate the Disney shopping experience in the changing retail landscape,” said Jimmy Pitaro, Disney Consumer Products and Interactive Media Chairman. “Online, shopDisney is the ultimate destination for the most extensive collection of curated merchandise from our stores, parks and licensed partners. This combination creates a powerful omnichannel experience that represents the next generation of Disney retail.”

The new website and stores are designed with dynamic layouts that can change with content and showcase the different worlds of Disney, as well as offer expanded products for shoppers of all ages. The website also features co-branded products and collaborations from brands including Coach, Danielle Nicole, Stiff and more.

“We know our fans are looking for a one-stop shop to find the most compelling product out there and with shopDisney we are uniquely positioned to curate the very best of Disney, Pixar, Star Wars and Marvel merchandise,” said Paul Gainer, Executive Vice President for Disney Retail. “We’ve also added product categories and brands that speak to new audiences following the success of our collaborations in the fashion space.”

The prototype stores will also include new items to cater to a larger audience, through the use of digital elements like giant LED screens. These will present custom-designed experiences for guests, including the “LIVE from Disney Parks” parade stream each afternoon, and a nightly digital fireworks display.

“We are a storytelling company and our vision was to create a retail space that reflected our heritage,” said Gainer. “Our stores are destinations and gathering places for fans of our iconic brands, and are often their closest physical Disney touch point so creating an authentic brand experience is key.”

Check out the new online store, as well as locate your local Disney Store at shopdisney.com. Check out our tour of the old Disney Store design below:

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