Article

New Disney Store is 'immersive, one-of-a-kind retail experience'

The Montebello store is the first of 20 newly designed locations that will open in major markets in 2010.

June 29, 2010

Disney Store is celebrating the launch of its newly designed store with a grand opening event at The Shops at Montebello complex in Montebello, Calif., just outside of Los Angeles. Among the many new attractions of the newly designed store is the first-ever Disney/Pixar "Cars"-branded RIDEMAKERZ experience, which sets the stage for kids of all ages to build 1:18 scale toy custom cars inside the store. Disney Store executives, stars from the upcoming Disney Channel original movie "Camp Rock 2: The Final Jam" and characters from Disney/Pixar's blockbuster film franchise "Toy Story" joined the festivities and greeted hundreds of Disney fans who waited excitedly for the opportunity to experience the innovative new store.

According to the company, the Montebello store is the first of 20 newly designed Disney Store locations that will open across major markets in the United States and Europe in 2010. The 4,800-plus square foot store's floor-to-ceiling remodel now features multimedia technology, interactive storytelling and Disney Store exclusive merchandise that brings Disney's most beloved characters to life for families in the local community.

"As part of Disney, we're committed to the value of entertainment and exclusive experiences," said Jim Fielding, president of Disney Stores Worldwide. "Disney is setting a new standard for the specialty retail category by integrating robust technology and creative store planning to make each visit customizable and that much more memorable. This is truly an immersive, one-of-a-kind retail experience for children and families that only Disney could deliver."

The newly designed Disney Store is merchandised by franchise neighborhoods so guests can easily shop by character or theme and is anchored by several "hero fixtures," including:

• The Disney/Pixar "Cars"-branded RIDEMAKERZ attraction is a one-of-a-kind immersive car building and customizing experience. Launching with three favorite "Cars" characters — Lightning McQueen, Mater and Sally — fans use tools to assemble their cars, and their imaginations to customize the vehicles with a wide selection of rims, side pipes, hoods scoops, blown engines, spoilers and many more accessories. Disney/Pixar "Cars"-branded RIDEMAKERZ toy vehicles will only be available within the new Disney Store design and, later this year, at RIDEMAKERZ retail locations.
• The Disney Princess Castle with Magic Mirror — A child-sized princess castle anchors the Disney Princess neighborhood and inspires kids to make believe. As they walk under the iconic castle they encounter a magic mirror and with the wave of a wand, they watch in delight as their favorite Disney Princess character appears.

The new store concept also includes the launch of an all new in-store application where guests can customize their shopping experience. Accessed via an interactive kiosk with touchscreen, this animated experience gives users the ability to navigate a 3-D view of all Disney Store and DisneyStore.com products and discover the latest Disney Store news via video clips, articles and social media feeds. This application allows the Disney Store to share its news with customers, who can then share information and in-store events via e-mail, Twitter and Facebook.

The newly designed stores will also feature a theater as part of their marquee attractions. Guests can pick from a selection of pre-loaded content that will be updated regularly and can view classic and new Disney entertainment, sneak-peek previews, music videos and more. The theater will also serve for special in-store events such as reading time, scavenger hunts and more.

With its glistening blue glitter, the Pixie Dust Trail leads guests through the store and to major interactive elements as they enjoy a Disney-themed skyline and surrounding magical trees which are programmable with changing colors, images and music set to an array of Disney themes.