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Disney Store moving to Times Square

By Staff -- Gifts and Dec, 1/5/2010 6:53:00 AM

PASADENA, Calif.—Disney Store will open an expanded, state-of-the-art flagship store in New York’s Times Square this fall.

Located at 1540 Broadway, between 45th and 46th Street—the former site of the Times Square outpost of defunct audio/video retailer Virgin Megastore—the store will incorporate “technologically advanced displays,” including an interactive Disney Princess castle. An in-store children's theater will feature Disney entertainment.

"Bringing Disney Store to the center of Times Square is a monumental achievement, and we have created a retail experience that complements the energy and innovation that Times Square inspires,” said Jim Fielding, president of Disney Stores Worldwide. "We're focused on reinvigorating retail and providing a unique shopping destination to millions of families from all over the world who travel to New York for a magical experience.”

The Times Square store will also facilitate interactive play and imagination, host children's activities, special events, and celebrity appearances. Merchandise will feature products inspired by iconic Disney characters and key entertainment properties, according to the company. It will replace the Disney Store currently on Fifth Avenue.

Over the next five years Disney Store plans to “strategically balance its retail portfolio, enter new markets, and transform more than 300 locations across the US and Europe to feature the new design.”

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