The Walt Disney Company announced today that, with the help of Steve Jobs and his retailing team at Apple, they intend to drastically overhaul its approach to the shopping mall. 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 goal is to make children clamor to visit the stores and stay longer, perhaps bolstering sales as a result.
“The world does not need another place to sell Disney merchandise — this only works if it’s an experience,” said Jim Fielding, president of Disney Stores Worldwide.
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.
Disney will adopt Apple touches like mobile checkout (employees will carry miniature receipt printers in their aprons) and the emphasis on community (Disney’s theater idea is an extension of Apple’s lecture spaces). The focus on interactivity — parents will be able to book a Disney Cruise on touch-screen kiosks while their children play — reflects an Apple hallmark. Employees can use iPhones to control those high-tech trees.
This is a really great idea. Combine the Disney store with Disney Quest type activities only on a smaller scale. Kids won’t want to leave (oh those poor parents). I think this is a great idea because you can buy Disney merchandise anywhere, so if they are going to have a specific store it needs to be more of an all around experience than just shopping. The stores needed some of that Disney magic!
Read the complete article from the New York Times.
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