New personalisation station and product ranges added to Oxford Street outlet.
Disney Store has made a number of changes to its flagship outlet on London’s Oxford Street, introducing a new personalisation station, product ranges and fresh 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 changed. The 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.
Three new product ranges have also been introduced: Disney has collaborated with Danielle Nicole to create a co-branded handbag and accessories collection; the Disney Couture jewellery collection; plus a selection of personalised London soft toys.
In-store events and giveaways will also continue. For May 4th weekend, Disney Store will be giving away exclusive Star Wars collector cards to the first 100 guests who purchase from the Star Wars range, while there is also a free in-store ‘Find the Wookiee’ event.
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.”
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