Disney Store to Unveil "The Mickey" Store Prototype

[TiggerRPh]

Disney Store to Unveil "The Mickey" Store Prototype

Display & Design Ideas

August 16, 2005

With a ribbon-cutting scheduled for 11 a.m. on Aug. 21 at Westville Trumbill Mall in Trumbull, Conn., the Disney Store will celebrate the grand opening of the first in a series of completely remodeled Disney Store locations designed to vividly capture the fun and fantasy of Disney in greater detail than ever before. Dubbed “The Mickey,” the new Disney Store prototype is designed to transport guests into a sparkling, character-rich world of classic Disney magic and enchantment, with imaginative settings and colorful, eye-popping displays. Plans call for the renovation of approximately 30 stores in North America by the end of the year. In addition to Trumbull location, over the next several months the “Mickey” store prototype will debut in such malls as Mall of America in Minneapolis, Orland Square in Orland Park, Ill., and Staten Island Mall in Staten Island, N.Y. From the bright red entryway shaped like Mickey’s iconic silhouette to the “Twirl Here” icon on the floor outside the Princess-themed girls’ dressing area, the 5,000-sq.-ft. space in Westfield Trumbull Mall in is designed to give children and families an authentic Disney experience. A stunning, 11-ft. high “Sorcerer Mickey” is featured in the store’s center, with an elliptical ceiling and sparkling, lenticular lighting overhead. In each area of the new Disney Store locations--Girl’s World, Boy’s World, Plush World and Toy World--shoppers will find authentic Disney Store quality apparel, with the latest trends, styles and character-themed designs. Toys and plush lines include items inspired by beloved Disney characters, including Mickey, Minnie, Disney Princesses, Toy Story, The Incredibles, Tinkerbell, Pooh and, of course, Donald, Daisy, Goofy and Pluto. The new cash wrap area features a huge, iconic Mickey shape on the back wall, with gigantic Mickey hands and shoes near the counter shaped to hold smaller products and souveniers for last-minute purchases and gift ideas. Disney Store worked with the St. Louis-based Kiku Obata Co. on the “Mickey” store design.

[joelkfla]

Sounds like they're going back towards the original concept, where Disney Stores were a fun place, not just a merchandise outlet.

It's ironic that it took an outside company taking over to recapture the magic.

[Figment!]

Originally posted by joelkfla:
It's ironic that it took an outside company taking over to recapture the magic.

Ditto.

[wjrhw]

Originally posted by joelkfla:
Sounds like they're going back towards the original concept, where Disney Stores were a fun place, not just a merchandise outlet.

It's ironic that it took an outside company taking over to recapture the magic.

Disney was just not willing to spend the money to make the stores great. Similar to Animal Kingdom - it could have been great from the start, but they will not spend the money required to do so.

[DoryFan]

In each area of the new Disney Store locations--Girl’s World, Boy’s World, Plush World and Toy World

Um... where's Men's World and Women's World? At least give up Adult's World!

Just as I thought: they think only CHILDREN shop at Disney Stores, or that adults only want to buy for a child, not for themselves.

Say bye bye to my business, Disney Stores aka The Children's Place Annex. We get the message: you only want kids. And my DH and I don't have any. In your eyes, an adult who buys Disney for themselves has a mental problem.

Hello Wal-Mart and Target who carry Disney shirts, pants, and other products for the adult, in addition to movies and kids products. You obviously think it's ok for the adults who want Disney things too, and so you'll get the million dollars of business a year that we represent. Mickey Mouse IS the biggest selling cartoon character again, and you remembered it's the ADULTS who put him there. Thank you for that.

[DisneyLiz]

Kerry, I agree with you (and Adult World may still be in the planning stages, but doubtful...) [img]graemlins/shakehead.gif[/img]

I wonder if there is an address (snail or e-mail) that we can start a letter writing campaign to have them add Adult World?

[DoryFan]

Originally posted by DisneyLiz:
I wonder if there is an address (snail or e-mail) that we can start a letter writing campaign to have them add Adult World?

A friend of mine who used to work for a Disney Store called people who still do. Right now, Children's Place has no intentions for adult shirts etc. Not even the collectibles like snowglobes, watches, or anything like that. They think it'll be a problem, because a few years ago, the newest president of Disney Stores went in that direction.

He got fired for losing the stores so much business.

I'm guessing The Children's Place isn't looking at what Disney Stores used to make when they catered to all Disney fans. They only look at the children products sales and that's all they want.

That means for adult clothes, snowglobes, figurines, the new Christmas houses etc., we only have Disney Direct online and the theme parks.

Like you said, maybe they'll see they could have more business and bring back the grownup products. We can keep our fingers crossed! [img]graemlins/mickey.gif[/img]

[imaprincess!]

I'm disappointed that there won't be any adult merchandise, but you know what? I go into the store looking to spend money and I really can't even find anything for my "older" children; it seems to be geared towards the preschool gang, so I'm really looking forward to the renovations!

I still can't believe the stores are no longer owned by Disney. I found out when I went in the store looking for the catalogs that used to be at the registers and they weren't there anymore. Then the manager told me they were owned by Children's Place.

[DoryFan]

Originally posted by imaprincess!:
I really can't even find anything for my "older" children; it seems to be geared towards the preschool gang, so I'm really looking forward to the renovations!

How old of a child does The Children's Place cater too? Their windows only have pictures of kids up to 2nd grade. So will their policy really change in their renovated Disney Store? Or will it just be more of the same?

[Figment!]

Originally posted by Kerry:
How old of a child does The Children's Place cater too? Their windows only have pictures of kids up to 2nd grade. So will their policy really change in their renovated Disney Store? Or will it just be more of the same?

According to their website, Children's Place is sizes 0-14, not sure what that corresponds to in age, but their Toy section is for ages 0-8. They just renovated the Children's Place at my local mall, and I do like the look of it; its rich colors and subtle design makes it look inviting. Their stores are also split into quadrants, (Baby Girls, Baby Boys, Big Girls, and Big Boys) so it would appear they are continuing this type of design with the "Mickey" store.

When Children's Place bought the chain they did state they would be focusing it on "children". No age specifics, though.

The lack of an adult area doesn't thrill me, but I do like the idea of bringing some "magic" back into the design of the store. Realistically looking at things, catalogs and the theme parks are probably a more efficient way of selling "adult" merchandise than through a whole adult department in the store; however, a small section or intermingling of adult and child options would seem most optimal from both ends.

[Ian]

I think it was pretty clear when The Children's Place took over the stores that there would no longer be any adult merchandise sold.

That's why Disney has Disney Direct available ... for adult merchandise.

[BhamWriter]

Toys, plush dolls, and children's clothes. So what's changed other than decor? The Disney Stores used to be fun because they had cool Disney merchandise (watches, snow globes, etc.). Unless they bring back a greater diversity of high-quality Disney products, a makeover won't turn a sow's ear into a silk purse.

[tink4me]

The lack of an adult area doesn't thrill me, but I do like the idea of bringing some "magic" back into the design of the store.

My thoughts exactly.

[DisneyLiz]

Originally posted by WDWacky:
I think it was pretty clear when The Children's Place took over the stores that there would no longer be any adult merchandise sold.

That's why Disney has Disney Direct available ... for adult merchandise.

Well yes, The Children's Place is primarily children's clothing (okay, maybe a little more than primarily ) but because one of their divisions specializes in one type of clothing does not necessarily preclude branching into other/additional sizes.

Also, sometimes ordering clothing over the internet/via catalog is difficult as you cannot try it on without jumping through hoops to return it if it doesn't work.

[SgtTigger]

Last weekend the Disney Outlet sotre in Foley Al. had 3 items on the shelf...... Yes 3 items...... The store was empty.........


[img]graemlins/doubleeek.gif[/img] [img]graemlins/mickey.gif[/img]

[DisnIse]

Orland Square (mentioned as another "Mickey Store" prototype) is about 10 minutes from my house. A few years ago, Disney used them as a prototyps as a "Home and Garden" Disney center. About 1/2 the store was bedding and furniture, and the rest was a bare-bones normal Disney Store.

The Home and Garden stuff was on clearance within 6 months, I believe. [img]graemlins/shakehead.gif[/img]

I like that they're trying new things, but it just doesn't seem like they can grasp the retail "thing" the way they do at WDW. Maybe it's the captive audience and immersion into "the world"....

Maybe each city just needs a "Disney Mall" or something...


Denise

[NYC WDW Fan]

Originally posted by DisnIse:
Maybe each city just needs a "Disney Mall" or something...


Denise

I have what I think would be an EXCELLENT idea. I keep it in my back pocket for that time I can present it to SOMEONE at Disney.

I know they don't take advice, or try ideas forwarded to them for legal reasons, that's why I'd like to throw it out there in and interview!

I know WDW and Disney itself are businesses, so working there wouldn't be the same, but I do think that it could be a lot better than doing other things. I can see the fan's frustration though, of knowing something could RWALLY work, but the number's guys will only let it "partly" go through.

Any Imagineer's or Cast members have some ideas for me to channel this, please let me know.

Thanks!

As for the Disney Stores now? I don't like the idea adults can't find anything. I understand the "Children's Place" bought them, but there should be ohter avenues aside from WDW/DL or the internet for us grown-up kids.

[AvonleaCF]

I live right near Trumbull and was at the mall last week, and let me tell you, the store is UGLY!!! It is HIDEOUS!!! The totally ruined The Disney Store with this new concept. They got rid of all the animatronic Disney statues, the window displays are just clothes, the store looks stark and desolate, and is nothing but clothes, stuffed animals, and some DVDs. No more snow globes, glass figurines, mugs, and other collectables. They also took down this gorgeous mural they had there behind the cashier. It looks like every other children's clothing store in the mall. And the entranceway is really bad: stark white with a big red Mickey ears archway. No more purple carpet with designs; it's white tiles. Ugh it is terrible.

[tinkerbellybutton]

I'm very disappointed, DBF used to buy my B-day and Christmas presents from the Disney store, everything from watches to pj's. It's also where we went to buy Disney Dollars before we went to WDW. Last time we went to the mall the Disney store had moved and they said the old store was being "remodeled" Now that I know what it will be I won't bother driving the 40 minutes to get there. [img]graemlins/shakehead.gif[/img]

[Maleficent for president]

I'm confused. I knew the Disney Store was taken over by a new company, but I assumed that Disney Direct was as well. Is the online store still maintained by Disney?