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Disney plans major overhaul of its 340 stores
October 13th, 2009, 8:24 am · 6 Comments · posted by Hang Nguyen, retail reporter
The Walt Disney Company is planning a major overhaul of its 340 Disney Stores in the U.S. and Europe, according to a New York Times story that Disney Store linked to on its Web site.
In Orange County, Disney has stores at Westfield MainPlace in Santa Ana, South Coast Plaza in Costa Mesa, Westminster Mall, Brea Mall and Laguna Hills Mall, according to its Web site.
Here’s an excerpt from the New York Times piece:
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 company plans to unveil the new look in May in Southern California …
Theaters will allow children to watch film clips of their own selection, participate in karaoke contests or chat live with Disney Channel stars via satellite. Computer chips embedded in packaging will activate hidden features. Walk by a “magic mirror” while holding a Princess tiara, for instance, and Cinderella might appear and say something to you.
It’s your birthday? With the push of a button, eight 13-foot-tall Lucite trees will crackle with video-projected fireworks and sound. There will be a scent component; if a clip from Disney’s coming “A Christmas Carol” is playing in the theater, the whole store might suddenly be made to smell like a Christmas tree.
To read the rest of the story, CLICK HERE.
To read other Disney news, check out the Around Disney blog by CLICKING HERE.
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For more from OC Retail, see list of links on the right-hand side of this blog.
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How about worrying about that later , and lowering the prices now!!!!
So the OCR got scooped on this by the NYT? Ouch.
is this really the future? sounds like so much overstimulation that i wouldn’t be surprised if they start offering the kids “magic mirrors” to snort speed off of, just to keep the rush going. i was an unrealistic optimist hoping to read that the overhaul would purge disney stores of cheap ROC toys. instead what they are planning sounds like an unprecedented mind-control effort. retail is turning into an all-out, no holds barred psychological assault. i have not studied psychology, but i am very skeptical that this trend in specialty retail carries with it any sociological benefits.
Oh, for gosh sakes people! Mind control? Psychological assault?
It’s just a snazzy 21st century toy store operated by a very succesful entertainment company that provides wealth and jobs and tax revenue and happiness for a great many people. It’s a snazzy toy store, that’s all. It’s not the invasion of the body snatchers.
What would you prefer? Disney revert back to a Dickensian toy shoppe from the Olde World lit by oil lamps and selling only rag dolls and cast iron tricycles?
Good for Disney for embracing technology and change and realizing kids today are not the same as kids in the 1970’s or 1870’s.
wow. i don’t even think mickey would be that much of an apologist for disney. and you also appear to be purposefully oblivious to the high level of sophistication involved in the design of a retail space. it is not designed with benevolence in mind. and next you’ll tell us a casino is just a fun place–surely there are no design elements intended to influence your behavior. no!