Belfast Disney store reopens with interactive attractions

A touch of Walt Disney magic will come to Belfast today with the reopening of the city’s Disney store after a high-tech makeover.

The redesign is part of a global transformation of its shops to introduce interactive zones, mini theatres and a host of features that it is hoped will add to the experience for children and parents.

The Belfast store is the only Disney outlet of its kind in Ireland and is the first of the UK branches to reopen.

Mothers and fathers will be pleased to hear that visits to the see the Magic Mirror in the Princess Castle, or watch favourite Disney clips in the store’s theatre, are free.

Disney chiefs see their new venture as a bid to transform a trip to the store into a special experience.

Jonathan Storey, marketing director with Disney Stores Europe, said: “As part of Disney, we’re committed to the value of entertainment and exclusive experiences.

“Disney is setting a new standard for the speciality retail category by integrating robust technology and creative store planning to make each visit different and that much more memorable.

“This is truly an immersive, one-of-a-kind retail experience for children and families that only Disney could deliver.”

Mickey Mouse and his side-kick Minnie will be in Belfast today to oversee the official reopening ceremony at the Donegall Place store.

But there will be an official opening ceremony every day in the store’s new era.

The first child at the door each morning in Belfast will get to turn the “Imagination Key” to open its doors, igniting electronic fireworks and setting the shop’s interactive kingdom alive, complete with music, magic castle, animation trees, the Disney skyline and the Disney store theatre.

Every child who opens the store will receive a scaled replica of the Imagination Key.

The in-store theatre will host special events most days including animation classes, storytelling, quizzes, singing and dancing sessions. Events are advertised on the electronic “What’s New Board” in the front window of the store and are about 15 minutes long.

Mothers who got a sneak preview of the new Belfast store predicted it will be a hit with young shoppers, and even older ones.

The Disney store chain first emerged in 1987 and is owned and operated by Disney in North America, Europe, and Japan.

The first Disney store opened in Glendale, California, though there are now more than 200 Disney store locations in North America, in excess of 40 in Japan and more than 100 in the UK, France, Spain, Italy and Portugal.