Disney in NYC-Part 3: Disney Store in Times Square

The last time I was in New York City, the Disney Store was still located on 5^th Avenue. It was classy, expansive, gorgeous, and quintessential New York. Well, since my last visit, they moved to a 2 story location in the heart of Times Square. I had the chance to look around it for the first time, so let’s take a tour, shall we? And we’re walking, we’re walking…

When I entered, the experience instantly became fantastic because a little past the doorway was a lady just standing, looking at absolutely nothing, yet completely enthralled. It was ridiculous and hilarious. Anyway, to the actual store. Downstairs seemed like every other Disney store ever. They had the projection trees, the dark hues on the floor and walls, except for the light hardwood. The merchandise was a little more varied, however, with some fun New York City themed items, like the brilliant Minnie as the Statue of Liberty stuff.

Also featured on the first floor was the Tsum Tsum wall. It was rather overwhelming, but they are pushing this stuff hard. They only had 2 of the smallest version left and when I saw Newsies at the beginning of the week, the Playbill included an insert just about the Tsum Tsum app. They want this stuff to do well and, so far, it is working.

The escalator ride to the second floor looks like the floating lantern celebration in Tangled, so that was a beautiful and neat detail. The second floor held merchandise you’d find at any other Disney store, just with a little more pizazz. The Marvel section had a cylindrical TV showing clips, the princess section had a much larger castle than any other store, and more usual merchandise (including the TV gazebo room).

Overall, it was rather underwhelming. The 5^th Avenue store had more of a classy look that made it distinctly NYC, not just a rehash of the new stores. While I do see that they put in the effort to make it look flashier and bigger to fit the Times Square mindset, the previous store was still flashy and big, while still being simple and classic.

The one good part about the new store are the gorgeous and fun screens outside. A large screen sits above many smaller box-sized screens that all change to showcase new Disney films, TV shows and attractions. That was a nice touch.

Have you been to both stores? What are your thoughts? Let me know in the comments below and on the discussion boards! Stay tuned for the final installment from NYC.