News

Steve Jobs helping overhaul Disney Stores

October 12, 2009

It looks like some of the visionary thinking that went into the Apple Stores is being brought to the retail wing of the Magic Kingdom: The New York Times reports that Steve Jobs, who sits on the board of Disney, thanks to his company's 2006 acquisition of Pixar, is helping revitalize Disney Stores.

That means some very Apple-ish innovations, like mobile checkout units and touchscreen kiosks that let mom and dad book a Disney cruise while the youngsters browse, will make their way into the stores.

Disney Stores, which the media giant is considering rebranding Imagination Park, will become more akin to cozy entertainment hubs. The chain's traditional approach of displaying row after row of toys and apparel geared to Disney franchises will be given a high-tech makeover and incorporated into a new array of recreational activities. The goal is to make children clamor to visit the stores and stay longer, perhaps bolstering sales as a result. Over the next five years, analysts estimate that Disney will spend about $1 million a store to redecorate, reorganize and install interactive technology.

"The world does not need another place to sell Disney merchandise — this only works if it's an experience," said Jim Fielding, president of Disney Stores Worldwide.