FEATURES - CURRENT FEATURES - MAY 2011 - DISNEY STORE

Created from a child's perspective, the new disney store concept is a place where children can unlock with their favourite characters.Jim fielding, president of disney store worldwide, talks about the store's imaginative new features.

With over 350 stores in eight countries, Disney Store is a place where magic happens. Children can let their imaginations run wild with their favourite Disney characters while shopping for soft toys, fancy-dress, gifts and collectables.



Last year, Disney Store launched an innovative new store design which provides a unique destination developed from a child's perspective, integrating the latest technology to create an enhanced shopping experience inspired by Disney's most popular characters and stories.

The brand's first North American location featuring the new store concept opened in Montebello, California, in June 2010 closely followed by the first European opening in Madrid, Spain.






Throughout 2010, 19 locations opened globally, culminating with the opening of Times Square in November. Over the next five to seven years, more than 300 Disney Store locations, both new and existing, will be transformed into the new design.

The success of the new store concept is already apparent. Results from the Montebello store show that guests are staying up to 30 minutes longer to experience all the great features.

Jim Fielding, President of Disney Store Worldwide, said: "Guests told us that we brought the magic back to Disney Store with the launch of our new design and responded by staying in the stores longer and purchasing more.




"The future of Disney Store is brighter than ever as we expand our reach by opening in new markets, leverage the latest technology to enhance the guest experience and improve efficiency, showcase incredible new Disney content, and bring a magical Disney experience to local communities everywhere."

The next stores in Europe to open will be Antwerp, Belgium, which will be the first Disney Store in the Benelux region. Following that, the brand will open in Dublin, the first store in Ireland. It will then open in Copenhagen, it’s first store in the Nordics in June of this year. In 2012, the brand plans to enter China.



For the full article, please see the May 2011 issue.

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