Burbank, CA — The Disney Store plans to open 40 more of its new and remodeled interactive stores by the end of 2011.
Burbank, CA — The Disney Store plans to open 40 more of its new and remodeled interactive stores by the end of 2011, after which the specialty retailer will have 60 new concept stores in 16 major markets in North America and eight countries worldwide. Disney started rolling out the new concept in June 2010, with the first interactive store opening at the Shops at Montebello in Montebello, Calif.
The new stores feature a variety of interactive elements for children of all ages. One of the walls in the store will feature a curved, 12-foot movie screen and seating area where shoppers personally select what to watch from an assortment of Disney clips.
Another thing shoppers might notice is the slightly smaller size of the new stores.
“When Disney was rolling out stores in the early 2000s, most of those stores were over 5,000 square feet. Now our ideal size is about 4,500 square feet,” says Paul Gainer, senior vice president of Disney Store North America.
Gainer says the primary focus is on remodeling and adding Disney Stores in premier locations, such as Class A and B malls and high streets that have a steady traffic flow.
“We’re looking at mall performance, hearing their plans for real estate and investing capital, because malls also have that pressure to deliver on an experience,” he says. “We’re looking at the numbers that are coming out of centers and understanding where guests are shopping in our key markets.”