Disney overhauls flagship store
Disney Store Oxford Street updated with personalisation station, new products and fresh look and feel
Disney Store has updated its flagship UK store in London’s Oxford Street with a new personalisation station, several new product ranges and a new look and feel to the shop floor.
The new personalisation station, My Disney My Way, is now up and running in-store, allowing guests to personalise their gifts instantly and take them away there and then. The personalised products available include selected soft toys, as well as an assortment of tags that can customise a range of products and sashes, all with a variety of characters and colours to choose from.
The look and feel of the store has also been revamped. The much-loved Cinderella carriage, the exact replica of the one used in the film (complete with pumpkin on one side), has been put in prime position at the very front of the store. Guests are encouraged to step into the golden carriage and create their own fairy tale experience and share their selfies with their friends using #disneystoreuk, with the possibility of featuring in Disney Store’s online gallery. In addition, there are new dedicated areas for the recently launched Disney Eats and Disney Baby ranges.
The Oxford Street store also continues to provide guests with fantastic Disney experiences, including regular events in the downstairs theatre space as well as the daily opening ceremony, which sees one lucky guest open the store each morning.
Amy Pearson, Marketing Director, Disney Store UK, said: “We’ve made updates to our Oxford Street store to ensure we constantly deliver the best experience for our guests, bringing the Disney magic to the high street with fresh, new experiences that you can’t get anywhere else. Our personalisation service in particular is a great addition to the store and a perfect opportunity for last minute gifters who want to purchase something extra special.”
To celebrate the new store updates over the bank holiday, Disney Store gave away exclusive Disney Store Star Wars collector cards to the first 100 guests who purchased from the Star Wars range in store this weekend. There was also a free in-store ‘Find the Wookiee’ event to enjoy too!
The store has also seen the introduction of three new product ranges that were previously only available online: Danielle Nicole, Disney Couture and a selection of personalised London soft toys.