The Disney Company has entered a whole new world with the opening of its first Disney Baby Store in Glendale, Calif., Friday, launching what it hopes will become a go-to baby brand.
The premiere Disney Baby Store provides an array of products exclusively for children ages 0- to 2-years-old, from apparel to infant care products to bedding. Disney Baby will offer parents services like travel and vacation planning.
“We launched the Disney Baby line to address the needs of moms looking for superior baby products that also help them celebrate the joys of being new parents,” says Bob Chapek, president of Disney Consumer Products. “Today marks another important milestone in the growth of the Disney Baby brand as we continue to provide moms with the exceptional quality and innovation they expect from Disney through expanded retail experiences."
The Disney Baby brand had its genesis back in 2011, when Disney released a Disney cuddly bodysuit. Earlier this year the company announced the launch of DisneyBaby.com, an online destination and product showcase, created in partnership with Huggies. This, combined with the opening of a brick-and-mortar store, indicates Disney’s commitment to entering the baby category.
Disney also plans to create Disney Baby sections in its 200-plus Disney Stores nationwide, Chapek says and has launched the Disney Baby online boutique launched today at DisneyStore.com/disneybaby.
A focused assortment of Disney Baby products is also available at national retailers including Amazon, Babies ‘R’ Us, Kmart, Sears, Target, and Walmart.
A public grand opening event with character appearances and a ribbon cutting is being held Saturday to celebrate Disney’s newest addition.