Promotions and exclusive products will help the retailer Share the Magic.

The Disney Store has launched its Share the Magic holiday campaign, featuring 11 full days of Magical Friday (a.k.a. Black Friday) deals, as well as in-store events and experiences.

“Every year we look for ways to help our guests share the magic with their friends and families, and this holiday, it’s our turn to do the same," says Elissa Margolis, senior vice president, Disney Store North America. “We’ve gone beyond the traditional to create experiences that are sure to warm hearts and make this the most magical season yet.”

On Friday, Disney Store launched a number of deals both in-store and online, with additional deals set to roll out on Thanksgiving night Nov. 26 and Magical Friday Nov. 27, as well as Cyber Monday Nov. 30.

This season, Disney Store has also developed a series of new in-store events. In addition to a holiday version of the traditional store “unlocking” ceremony that takes place every morning at Disney Store, guests will be treated to an in-store event called Disney Store Holiday Wishes. During this new holiday tradition, there will be a holiday storybook reading, which children are encouraged to follow along with in their own mini storybook that includes a detachable picture frame. At the end of the event, with the help of Mickey Mouse and Minnie Mouse appearing on the Disney Store theater screen, each child will have the opportunity to make a holiday wish by throwing a special coin into a wishing well.

Disney Store will also be featuring the biggest collection of exclusive toys, apparel, accessories and more featuring Disney, Pixar, Marvel and Star Wars characters.