All-New Disney Store Debuts at South Coast Plaza

All-New Disney Store Debuts at South Coast Plaza; Popular Disney Characters, Store Executives and Skating Champion Michelle Kwan Unveil New Store Entertainment Editors

Mickey Mouse and Minnie Mouse, along with Disney Store executives and Skating Champion Michelle Kwan, today unveiled the first completely redesigned Disney Store at South Coast Plaza in Costa Mesa.

With a contemporary layout that allows merchandise to take center stage, as well as a front-of-store media wall, an online kiosk and updated and expanded product lines, the new store adds entertainment and convenience to the fun of shopping. The Disney Store will open its second newly designed store at Cherry Hill Mall in Cherry Hill, New Jersey, on Friday, Oct. 27, and will continue an expanded rollout in 2001.

Tom Park, executive vice president, Disney Store - Worldwide, and Doug Murphy, senior vice president and general manager, Disney Store - North America, kicked off a full day of events starting with a dynamic light, music and dance show that magically revealed the new design.

"Today marks a new era at the Disney Store," said Park. "Our all-new store design offers a modern shopping experience that celebrates Disney as a multi-media company."

Store Design

The new design sets the stage for the Disney Store in the 21st Century with an emphasis on technological elements. Window-shopping goes digital with a media wall that features programming of beloved Disney characters and entertainment juxtaposed with exciting merchandise. The wall, composed of eight geometrically shaped video monitors arranged as a subtle allusion to Mickey Mouse, is among the "Disney winks," or abstract references to Disney characters, that proliferate throughout the store.

The flexible floor plan can easily be transformed to change the store's entire look and feel for every season throughout the year, from Halloween and Summer Vacation to Back to School and everything in between. Its high ceilings and painted walls in metallic hues of gray with blue accents serve as the backdrop for the electronically programmable lighting system that spotlights the merchandise. Black circle patterns form an abstract Mickey Mouse in the whimsical, gray-beige terrazzo floor.

Three main elements at the front of the store - the media wall, a center fixture and a merchandise wall - allow guests to easily see the store's big seasonal statement. In addition, display fixtures in the form of bendable, soft-bodied mannequins are a fun way to help guests make an emotional connection with Disney Store products.

A bold signage system makes it easy for shoppers to locate merchandise, as well as highlights value and competitive price points. The cash wrap is located at the back of the store under a highly visible 6-foot-tall Disney "D" logo, which is backlit in changing, vibrant colors that can be tailored to the season, such as orange for Halloween or red, green and blue for the Holidays.

Merchandise Takes Center Stage

All-new merchandise promises to entice guests with modern designs at competitive price points. Apparel for infants, children and adults combines contemporary styling with an updated twist on beloved Disney characters. In addition, the store's expanded layette line and home collection, which includes candles, frames and drinkware, help ensure that guests will find the perfect gift, whether planning months in advance or doing last-minute shopping.

"Our goal is to make special moments, like bathtime, bedtime and mealtime, fun for the entire family," said Park. "New products such as a singing toaster that imprints Mickey's image on your toast and sleepwear with Pooh doing yoga are designed to do just that."

Brightly colored wrap-to-go gift boxes featuring silhouettes of favorite Disney characters, bows in the shape of Mickey Mouse's head, and newly designed character shopping bags round out the gift-giving experience.

Bricks and Clicks

The new store also includes Access Disney, a special online kiosk. Initially available in the two prototype stores, as well as eight other stores throughout the chain, the kiosk allows guests to buy merchandise from www.disneystore.com, purchase theme park passes and learn more about Disney vacations and entertainment.

As part of the store's dedication to exceptional guest service, DisneyStore.com offers free standard shipping for online purchases(1) made in the store, and the Disney Store accepts returns and exchanges for merchandise purchased online or through the catalog. Services available through the kiosk will continue to increase in the future.

"Through the use of technology and a little Disney Magic, we are virtually expanding the walls of the Disney Store," said Doug Murphy, senior vice president and general manager, Disney Store - North America. "Whether in the store, on the phone or through the Web, we are helping our guests purchase what they want when they want it."

The store has also incorporated a Mickey-shaped computer station where families can play and sample Disney Interactive games. The extensive selection features the vast collection of Disney stories and characters that have been a part of guests' lives for more than 75 years.

A Fun-Filled Day of Celebration

The day's events provided something for everyone. Skating Champion Michelle Kwan was on hand to meet fans and sign her popular books. Favorite Disney characters Winnie the Pooh and Tigger and Buzz Lightyear took photographs with friends throughout the day.

The Disney Store Style Spectacular, a high-energy hip-hop style production, showcased new Halloween costumes, sleepwear, apparel and 102 Dalmatians fashions. Bear from Jim Henson Television's "Bear in the Big Blue House," as seen on Disney Channel, taught audiences his signature Cha Cha Cha while the Radio Disney Street Team added fun to the events.

A live performance by Hollywood Records' Recording Artists Nobody's Angel was also among the highlights. Group members Sarah, Stacey, Ali and Amy Sue performed their hot pop tunes and then signed CDs for excited fans.

The Disney Store created the first themed retail environment when it opened its first store in Glendale, Calif. in 1987. Hosting nearly 250 million guest visits annually, the store has more than 700 locations in 10 countries and offers worldwide access to magical Disney products through the Disney Store catalog and www.disneystore.com.