Disney today launched its reimagined e-commerce site, ShopDisney, featuring a curated selection of Disney, Pixar, Star Wars and Marvel products for fans of all ages across fashion, accessories, toys and home. At the same time, the entertainment megabrand is testing a new retail prototype in select locations around the world, including a 3,200-square-foot shop in Westfield Century City in Los Angeles that is set to bow at the mall’s grand reopening on Oct. 3.
Disney’s first U.S. prototype shop opened in Northridge, Calif.
“No one creates experiences like Disney and our pilot stores will be testing grounds for interactive features that will differentiate the Disney shopping experience in the changing retail landscape,” said Jimmy Pitaro, chairman of Disney Consumer Products and Interactive. “Online, ShopDisney is the ultimate destination for the most extensive collection of curated merchandise from our stores, parks and licensed partners. This combination creates a powerful omnichannel experience that represents the next generation of Disney retail.”
The new product assortment at ShopDisney.com culls products tailored for different audience demographics, from kids and families to Millennials. The streamlined, easy-to-navigate site features new categories including Trend Fashion & Accessories, Toys, Home, Collectibles and Parks, along with “Create Your Own” customizable products.