Disney Store New Format: "Imagination"

[MFfan310]

Today, I went over to the Disney Store at Glenbrook Square in Fort Wayne, Indiana, one of the original-style "Pink and Green" stores.

I spoke with the store manager briefly, and she told me that the particular store will probably be one of the first 17 stores nationwide to be renovated in the new "Imagination" store format, depending on store sales. I did a quick Google search to see if any renovated stores are under construction, and found that one of the new stores is under construction at Ala Moana Center in Honolulu, which happens to be owned by the same mall owner (General Growth Properties) as Glenbrook Square.

She gave me some details about the "Imagination" store prototype:
-It's based on the latest Disney Store Europe store design (Disney never divested the European stores), complete with the big LCD screens.
-Target audience is ages 2-12, as Disney has found that this age group has been ignored at malls as of late.
-It's highly interactive. For example, one can get a card, swipe it in, program their favorite Disney character, swipe it, and do some interactive games and such while browsing/shopping the store. Think Virtual Magic Kingdom meets Toontown Online meets retail store.
-All US/Canada Disney Stores will be renovated into "Imagination" format within 5 years or less, starting with "Pink & Green" format stores.

Last, but not least, here's some words to remember about your local Disney Store: "If you see us closed and a 'coming soon' sign nearby or in our spot, you'll know what happened."

[ChrisFL]

Target audience is ages 2-12

Well there's a shock, went from 4-15 to 2-12

[daber]

Well there's a shock, went from 4-15 to 2-12

I'm still mad at them ever since they dropped the adult line. Used to go in every week and drop $$$. Now I venture in once a year and normally don't buy a thing. Save me money and I get my fix in Orlando or Anaheim.

[rocketriter]

I'm still mad at them ever since they dropped the adult line. Used to go in every week and drop $$$. Now I venture in once a year and normally don't buy a thing. Save me money and I get my fix in Orlando or Anaheim.

I'm with you on that. My wife and I would, from time to time, buy something expensive for ourselves with a Disney theme. Now our kids are grown and we don't even go in the door.

[jlewisinsyr]

Our Disney Store has some adult clothing items, but not many. It is disappointing, but I always remind myself, if the demand was there and it could be profitable, they would do it.

[myprincessgirlisa]

i miss the original store (better merchandies) & the mall by me used to have a restaurant next door called Mickeys Kitchen~it was awesome! not sure why it never made it!
Its a bummer to see the Disney Stores resorting to a "disney themed" Toys r us..they need to bring back the MAGIC;)

[WebmasterCricket]

I'd be happy to see any store at all. My closest US store is 166 miles away.

[mickeymark34]

A store in my area is closing sometime this month, and moving into a brand new store. The odd thing is, if this news is correct, it is a Pipe/Rail. The store I work in is a Pink and Green. I certainly hope that we get a new store. The mall we occupy has around seven empty spots, including a Hallmark store that closed, right across the way from us. Maybe that will be our new home if we get a new store.

[gymnastgirlflips]

[QUOTE=MFfan310;31472556]
-It's highly interactive. For example, one can get a card, swipe it in, program their favorite Disney character, swipe it, and do some interactive games and such while browsing/shopping the store. Think Virtual Magic Kingdom meets Toontown Online meets retail store.QUOTE]

Hmm, I wonder what that will look like. I hope a store near us gets a makeover so I can see. I hope its alot like vmk.

[Eeyoreloverforever]

if you could only buy Disney things at Disney stores. I think one of the reasons the Disney Stores don't do so well is because you can buy Princess, etc. stuff at any other store that sells kids clothes and toys. So people aren't willing to go into the store itself and pay the higher price.

I would also like to see more Disney home stuff and more jewellry. I don't think that many people buy Disney adult clothes at home, more when they are at the parks and surrounded by the magic. But some classy looking home decor items, and jewellry might do well.

It would be nice if we could get art and things like that, but the reality is most people aren't going to or dont' have the money to pay for expensive Disney art.

I especially liked the line where they had the fireplace screen and hanging sconces, things like that. They were classy Disney. You could do your home in Disney without it looking like Mickey Mouse Clubhouse.

[randomDisneyFan3000]

Steve Jobs and Co. need to do something about the stores. He does own the most stock.

[Cheshire Figment]

If the theme is "Imagination", then they need to have Dreamfinder and Figment from Epcot as their mascot.

[CoP Luv]

i miss the original store (better merchandies) & the mall by me used to have a restaurant next door called Mickeys Kitchen~it was awesome! not sure why it never made it!
Its a bummer to see the Disney Stores resorting to a "disney themed" Toys r us..they need to bring back the MAGIC;)


I was JUST thinking about Mickey's Kitchen when I saw this post and wondered the same thing! I remember going to a birthday party there when I was really young! I think it would have been awesome if it worked!

[MFfan310]

Heads-up for those living in the Sacramento area: it looks like the first of the 17 initial "Imagination Park" renovated stores is about to open in 2 weeks!

According to disneystore.com (look under "Shop by Category, then "In-Store Special Events", then "New Store Openings"), the first of these remodeled Disney Stores is opening at the Westfield Galleria at Roseville on Monday, May 18th, in a new location on the lower level between JCPenney and Macy's. (As mentioned earlier, the new location replaces a Piperail store and not a Pink and Green store.) This will be followed by the new Ala Moana Center store in Honolulu, Hawaii (Stitch would be proud) on June 10th. Disney will also be giving away gifts to the first 200 guests at both openings!

BTW, could anyone take pictures of the grand opening and post them here or in a Flickr stream?

[yensidretlaw]

I think the "Imagination Park" design is still in the planning stages. Double check, but I think that are still building the "Pixie Dust" stores and are probably on the second generation of those stores.

[disneylove69]

:cool1:I live right next door. I was bummed when Child Place took over and ruined it. Glad to see it coming back. Guess I'll call in to work :sick: Heads-up for those living in the Sacramento area: it looks like the first of the 17 initial "Imagination Park" renovated stores is about to open in 2 weeks!

According to disneystore.com (look under "Shop by Category, then "In-Store Special Events", then "New Store Openings"), the first of these remodeled Disney Stores is opening at the Westfield Galleria at Roseville on Monday, May 18th, in a new location on the lower level between JCPenney and Macy's. (As mentioned earlier, the new location replaces a Piperail store and not a Pink and Green store.) This will be followed by the new Ala Moana Center store in Honolulu, Hawaii (Stitch would be proud) on June 10th. Disney will also be giving away gifts to the first 200 guests at both openings!

BTW, could anyone take pictures of the grand opening and post them here or in a Flickr stream?

[mickeymark34]

I'm not going to be able to make it for the grand opening, but I am going to go see it on Wednesday. My manager at the Disney Store went to help set the store up, and she said it was very nice. I hope our store is next in line for a remodel. Are the Cast Members going to get new costumes when their new stores open?

[goofydebi]

We used to have a disney catalog outlet about 30 miles away and a park outlet about 45 miles away. they both closed last year, our local disney store closed several years ago. i spent lots of cash at them all, now forced to shop online. really wish they would realize that adults like to get their "fix" in between wdw trips.

[mitros]

I'm still mad at them ever since they dropped the adult line. Used to go in every week and drop $$$. Now I venture in once a year and normally don't buy a thing. Save me money and I get my fix in Orlando or Anaheim.

We feel your pain. {to quote a pain} We really miss the original Disney store concept. But, like you say, we do not go to the Disney stores any more, not even once a year, and just spend our $$$ at WDW.

[LostBoy89]

Heads-up for those living in the Sacramento area: it looks like the first of the 17 initial "Imagination Park" renovated stores is about to open in 2 weeks!

According to disneystore.com (look under "Shop by Category, then "In-Store Special Events", then "New Store Openings"), the first of these remodeled Disney Stores is opening at the Westfield Galleria at Roseville on Monday, May 18th, in a new location on the lower level between JCPenney and Macy's. (As mentioned earlier, the new location replaces a Piperail store and not a Pink and Green store.) This will be followed by the new Ala Moana Center store in Honolulu, Hawaii (Stitch would be proud) on June 10th. Disney will also be giving away gifts to the first 200 guests at both openings!

BTW, could anyone take pictures of the grand opening and post them here or in a Flickr stream?

I helped open the store in Roseville this week. It is actually a Pixie 2 store. They haven't started building any of the Imagination stores yet.

[TheDisneyGirl02]

I'm still mad at them ever since they dropped the adult line. Used to go in every week and drop $$$. Now I venture in once a year and normally don't buy a thing. Save me money and I get my fix in Orlando or Anaheim.

I'm with you on that. My wife and I would, from time to time, buy something expensive for ourselves with a Disney theme. Now our kids are grown and we don't even go in the door.

Sadly, the demand for adult clothing at the Disney Store wasn't in high demand. Do I miss it, yes. Do I wish we had it back? Yes. Do I think it will come bacK? Who knows. I always tell guests (I've been working at my Disney Store for 10 years) that if they want adult clothing again, write to Disney. They are likely to listen to guests if the demand is high enough.

Our Disney Store has some adult clothing items, but not many. It is disappointing, but I always remind myself, if the demand was there and it could be profitable, they would do it. :thumbsup2

As far as the high priced art pieces and WDCC pieces, I do wish we would get those back in stock again but I don't think it's going to happen. Once again, demand isn't high enough. Many guests would come in and browse the wonderful selection of art and collectables, but the pieces being sold were few and far between. In the business world, it just doesn't pay to have merchandise in a store that won't sell.

I still believe in the Disney Store and not just because I work there but because I believe in the magic at home. :)

[mickeymark34]

I have seen conceptual pictures of the "Imagination Park", and it looks nothing like the store that opened in Roseville. Like the previous poster stated, "Imagination Park" is still in the development process, and the first store with this concept is slated to open sometime in the middle of 2010. I have read somewhere that these two new stores that opened, the one in Roseville and the one in Hawaii, are called "Pixie 2.0". I forgot where I read that, unfortunately.

Apparently the page wasn't done loading and I didn't get to see the newer posts when I went to reply. Sorry for this old news.

[LostBoy89]

I have seen conceptual pictures of the "Imagination Park", and it looks nothing like the store that opened in Roseville. Like the previous poster stated, "Imagination Park" is still in the development process, and the first store with this concept is slated to open sometime in the middle of 2010. I have read somewhere that these two new stores that opened, the one in Roseville and the one in Hawaii, are called "Pixie 2.0". I forgot where I read that, unfortunately.

Apparently the page wasn't done loading and I didn't get to see the newer posts when I went to reply. Sorry for this old news.

Yea. My DM told me that Roseville is a Pixie 2 store. However the one in Ala Moana center is a temporary design. They used hanging curtains a lot in the new design so that it can be changed easily.

[mickeymark34]

My managers at The Disney Store asked me if I could work at the Grand Opening event in Roseville. Of course I said yes. I had originally requested the day off to take my two nieces to see Mickey and Minnie, and experience the event in person. Now I will experience it, ON STAGE!!!!!!!!! I am very excited to be part of this celebration. Only a few more days.

[TheDisneyGirl02]

My managers at The Disney Store asked me if I could work at the Grand Opening event in Roseville. Of course I said yes. I had originally requested the day off to take my two nieces to see Mickey and Minnie, and experience the event in person. Now I will experience it, ON STAGE!!!!!!!!! I am very excited to be part of this celebration. Only a few more days.
That is so exciting!!! I would love to work a Grand Opening!

Enjoy and take lots of pictures to show us! :)

[kc10family]

My managers at The Disney Store asked me if I could work at the Grand Opening event in Roseville. Of course I said yes. I had originally requested the day off to take my two nieces to see Mickey and Minnie, and experience the event in person. Now I will experience it, ON STAGE!!!!!!!!! I am very excited to be part of this celebration. Only a few more days.

Come back and let us know how it went.

[omghidanielle]

Does anyone know if they will be re-opening or re-locating stores that CP had closed?

There used to be a bunch near me, but they closed most of them!

[mickeymark34]

I have been seeing news of stores opening up in different cities accross the U.S. It one recently opened in Florida. If you have a facebook account, search for the official Disney Store facebook page, and it will give you news on all things going on with the Disney Store, including new store openings.

[mickeymark34]

Does anyone know when the first wave of Imagination Park openings begin? It should be very soon, shouldn't it?

[FoundNemoLostDori]

I am VERY interested in what the new Disney stores are going to look like and what they will sell. I am most interested in what the new Disney store in Times Square, (to be opened this later this fall), will look like! As everyone knows, they closed the 5th ave store down this past New Years and I have just been waiting for this new one to open. I just hope that they will sell regular theme park merchandise like before. Does anyone have any clue yet?

[Htran714]

I was searching up some info on the IP stores and fell onto this message board. But anyways the first one opened two days ago and The grand opening is on june 29th

COOL CONCEPT!!!

[YellowMickeyPonchos]

I'm going to the opening of the first Imagination Store in Montebello CA tomorrow. As a former TDS CM (#320), I'm interested in seeing the new design!

BTW - Disney has a press release on it's corporate site about the new store opening.

[yitbos96bb]

Does anyone know where there is a list of the first 20 stores or so to open?

[YellowMickeyPonchos]

I am VERY interested in what the new Disney stores are going to look like and what they will sell. I am most interested in what the new Disney store in Times Square, (to be opened this later this fall), will look like! As everyone knows, they closed the 5th ave store down this past New Years and I have just been waiting for this new one to open. I just hope that they will sell regular theme park merchandise like before. Does anyone have any clue yet?

Does anyone know where there is a list of the first 20 stores or so to open?

The 20 stores are listed in thecorporate press release.

Check out my blog www.disunplugged.com to see the Montebello CA store.

[TheDisneyGirl02]

The 20 stores are listed in thecorporate press release.

Check out my blog www.disunplugged.com to see the Montebello CA store.

I enjoyed your blog about the new stores! The new style store looks amazing and I'm looking forward to seeing one in the future! :)

[PatMcDuck]

Some more IP locations, including MY old store, Freehold NJ (will return in late October, 2010, it has been closed almost 3 years)

From Disney Consumer Products (public) site:

The "Pixie Dust Trail" and "Magical Trees":
With is glistening blue glitter, the Pixie Dust Trail leads guests through the store and to major interactive elements as they enjoy a Disney-themed skyline and surrounding magical trees which are programmable with changing colors, images, and music set to an array of Disney themes.

The newly-designed Disney Store is scheduled to open in the United States this year at the following locations:

The Shops at Mission Viejo in San Diego, CA, is anchored by luxury retailers and offers an extensive merchandise mix in a sophisticated atmosphere. Disney Store will be located on the second level in a 5100-plus square foot space.
Disney Store on North State Street in Chicago, IL (Block 37 Complex) will anchor the southeast corner of the center in 4,464 square feet on Level one of the mall. The complex features an eclectic mix of shopping, dining and entertainment within a five-story atrium, located in the heart of Chicago's Loop between Washington and Randolph on State Street.
Freehold Raceway Mall in Freehold, NJ, offers a complete mix of department stores, specialty stores, restaurants and entertainment making the property an ideal location for the new Disney Store.
NorthPark Center in Dallas, TX, offers shoppers the best in every retail category, and the newly-designed Disney Store opening this fall will represent its premier children's store.
Other locations to feature the new Disney Store design opening this year include: Roosevelt Field Mall in Garden City, NY; Santa Monica Place in Santa Monica, CA; International Plaza in Tampa, FL; Fashion Valley in San Diego, CA; Disney Store in Union Square in San Francisco, CA; and a two-story Disney Store in Times Square in November.

[hfeff8]

I'm still mad at them ever since they dropped the adult line. Used to go in every week and drop $$$. Now I venture in once a year and normally don't buy a thing. Save me money and I get my fix in Orlando or Anaheim.

I worked for the Disney Store for 5 years. I started with the original Pink and Green Stores. It was fun to work there. We had themed cast member meetings. We had Classic Collection and sericels. It was all about the guest. Then, things changed. The Disney Store entity was taken over by someone else and it all became about the money and the business end. In the blink of an eye all our collectibles were gone, the adult clothing, etc. They took the fun out of working there. That is when I decided to ditch the Store and go work for the real mouse. I moved to Florida and worked in the Magic Kingdom for awhile.

[TheDisneyGirl02]

I worked for the Disney Store for 5 years. I started with the original Pink and Green Stores. It was fun to work there. We had themed cast member meetings. We had Classic Collection and sericels. It was all about the guest. Then, things changed. The Disney Store entity was taken over by someone else and it all became about the money and the business end. In the blink of an eye all our collectibles were gone, the adult clothing, etc. They took the fun out of working there. That is when I decided to ditch the Store and go work for the real mouse. I moved to Florida and worked in the Magic Kingdom for awhile.

Actually, it was Disney who decided to get rid of the adult clothing. I can remember the last 'line' of adult clothing was around January of 2002, over two years before the Children's Place took over. On May 1, 2008, the stores were once again put back into Disney's hands. As far as the Classic Collection and cels are concerned, sadly they just didn't sell. Although the Disney Stores are Disney, they are also a business and if something isn't selling, it has to go. I loved having the cels and the CC pieces, but I understand why they did away with them.

I have worked at both the Disney Store and at Walt Disney World. Both offer a unique experience for the guests who visit. I loved working at both places, but my heart truly is at the Disney Store. I currently enjoying helping to bring magic to the guests who aren't at the parks so that they can experience what true Disney magic really is. :)