The company has also revealed a new prototype Disney Store design, which will feature more merchandise and daily in-store experiences.
The new product assortment on shopDisney.com will aim to reflect the company’s commitment to creating merchandise tailored to different demographics and will include categories such as trend fashion and accessories, toys, home and collectibles. shopDisney.com will also feature twice the amount of Disney Parks merchandise and customizable products previously available.
Furthermore, the e-commerce website will feature a score of co-branded products and collaborations from brands like Coach, Le Creuset, Spyder, Steiff, Rag & Bone and more. New and exclusive capsule collections will also be regularly introduced on the website’s shop-in-shop, The IT List, which will initially launch with Mickey- and Minnie-themed denim from SIWY as well as Disney Princess and Villain nail wraps from NCLA.
“We know our fans are looking for
and Marvel merchandise,” says Paul Gainer, executive vice president, 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.”
Additionally, the company also unveiled a new prototype Disney Store design, which is being tested in select locations around the world. The new stores will incorporate more products for fans of all ages as well as new technology, storytelling and cast member interaction. It will also include a number of experiences, including a daily parade stream every afternoon as well as a digital fireworks display every evening before store closing.
“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,” says Jimmy Pitaro, chairman, Disney Consumer Products and Interactive. “Online, shopDisney is the ultimate destination for the most extensive collection of curated merchandise form our stores, parks and licensed partners. This combination creates a powerful omni-channel experience that represents the next generation of Disney retail.”
The new Disney store prototypes are now open in Century City, Calif. and Northridge, Calif. in the U.S. as well as in Nagoya, Japan, and Shanghai, China. Two more prototypes are set to open this year in Miami, Fla. and Munich, Germany.
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