The Walt Disney Company has launched two new shopping experiences online and in its stores. An updated shopDisney.com site offers Pixar, Star Wars and Marvel products across several categories including fashion and accessories, toys and home as well as products from Disney parks and stores.
With the initiative, Disney is adding products and content it hopes will expand its appeal beyond the core demographic of children and families to entice other groups such as Millennials.
The company said a new prototype Disney store design is being tested in select locations in California as well as China and Japan. They combine technology, storytelling and cast member interaction including learn-and-play activities, personalized celebrations for customers and daily live streaming of Disney park parades.
Additional prototype stores are set to open in Florida and Germany later this year.
Michael White, Chief Technology Officer and Senior Vice President of Disney Interactive and Disney Consumer Products, said at Shop.org that the new store concept further extends Disney storytelling and provides digital touches in each location. “Disney has always leveraged technology for entertainment,” he said.
White said Disney is also tapping artificial intelligence and machine learning to create a more personalized experience for customers.
The updated ecommerce site and prototype stores are designed with dynamic layouts that spotlight product and content but allows the flexibility to feature new content from its various media properties as it debuts.
In an effort to draw in Millennials, shopDisney.com’s selection includes co-branded products and collaborations with companies like Coach, Le Creuset, Spyder and Steiff. There are also exclusive collections from shopDisney’s “The IT List.”