Macy’s Expands Disney Collection to Celebrate Disney’s 100th

Macy’s has announced it has expanded Disney products across all categories for the holiday season. From fine jewelry to home and toys, Macy’s has an exclusive assortment of products to celebrate Disney’s 100th Anniversary.

Macy’s has also unveiled a Disney Princess collection that includes role play costumes, accessories, character dolls, jewelry, apparel and toys. The Macy’s Herald Square flagship store will be the only place outside of Disney Parks in North America to have a Disney Princess augmented reality experience, where customers can step into the frame of a “magic” mirror to try on the Disney Princess dresses.

“We are excited to expand our relationship with Disney as together we bring to life Disney Princess experiences in-store and online with exclusive Disney products, just in time for the holiday season,” says Nata Dvir, chief merchandising officer, Macy’s. “Our iconic brands are synonymous with special experiences, and we can’t wait to captivate a new generation of fans with the wonder of Disney at Macy’s.”

“Disney and Macy’s share the goal of offering consumers magical moments and high-quality product,” says Mike Stagg, senior vice president, Disney Consumer Products, the Americas. “The wonder of Disney Princess at Macy’s Herald Square will inspire guests to immerse themselves in a truly unforgettable retail experience.”

To celebrate Disney’s 100th anniversary, Macy’s launched a collection of products for all ages that includes toys, jewelry and watches, home and entertaining, apparel and accessories and holiday-themed products. Customers can browse and shop the new Disney100 online destination featuring a variety of Disney Princess, Star Wars, Marvel and Disney100 items, such as a Mickey Mouse and Minnie Mouse Plush collection created for Macy’s, LEGO Animation Icons Building Set and a Disney 100^th Anniversary Snake Chain Bracelet from Pandora. Featured Disney100 products include a 3D Foam Bag Clip 3-Piece Set, Created for Macy’s and Yume Disney100 Surprise Capsule Series.

Macy’s has also unveiled The Collector’s shop featuring limited-edition figurines, pins from customers’ favorite Disney characters and items from Disney Mirrorverse, a collection inspired by a mobile game, set in a fictional universe. It showcases Disney characters from many films and franchises envisioned in a new story line.

Macy’s Herald Square flagship store will feature an augmented reality “try on” experience, developed by fashion AR try-on company, ZERO10, where customers of all ages can step into the frame of a “magic” AR mirror to try on the dresses of a variety of Disney Princess characters. Located in Toys“R”Us at Macy’s Herald Square, Macy’s Herald Square is the only store in the country to feature this AR experience, which will be live until January. Once activated, the digital dresses will come to life on the mirror with whimsical animations and moving AR enhancements that engage and follow the user as they twirl around and play. Additionally, the Disney Princess shop features a floor to ceiling castle-like entrance and a princess carriage.

Macy’s is the only retailer in the country to have a dedicated Disney Princess Shop in stores and customers can also browse and shop online on Macy’s Disney Princess Character Shop for role play costumes, accessories, character dolls, kids’ jewelry, apparel and toys like the Disney100 Tea Cart Play Set and Disney100 Princess Toy Train. The Disney collection is available at Macy’s stores nationwide, online at Macys.com and the Macy’s mobile app.