“With the opening of a new Oxford Street location, Disney Store’s magical and immersive retail experience will become a top attraction for all visitors to London,” said Teresa Tideman, joint managing director for Disney Store Europe.
It’s the largest store in Europe and the second largest worldwide. In a prime High Street space, the two-floor 8,200 square-foot premises is twice the size of the previous Oxford Street location.
This is the tenth shop in Europe to be built on the new Disney Store concept, with the new design set for a worldwide roll-out.
Every day free events will be hosted, where children can learn how to create their own Disney-style animations, get their picture taken with Mickey and Minnie and more.
State-of-the-art, fully-customisable technology allows the decor to be tailored to feature a lucky child's favourite characters, or to promote the latest big movie release.
This Disney store is the first to employ a dedicated entertainment manager responsible for all aspects of the experience, including the scheduling of the daily events.
In 2008 Disney repurchased its failing North American shops from Children’s Place Retail Stores. Since then, the global entertainment company has rejuvenated the Stateside retail chain.
Speaking to ToyNews, Jonathan Storey, marketing and guest experience director for Disney Store Europe said: “North America provided the inspiration for what we’re doing here.
"Our goal is to provide the best 30 minutes of a child's day."
When asked about the poor performance of the British High Street, Jonathan replied: "When you walk in here, whatever is going on outside disappears."