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Disney rolls out interactive stores

The Modesto Bee - May 18, 2011 - p 4, B

By Amy Martinez The Seattle Times

SEATTLE - If you're Disney, and you want to increase the amount of time and money spent inside your stores, you try to make it a new experience.

Disney's new store in Seattle lets children design and build a toy car at a table with hanging drills or wave an artificial bouquet in front of a magic mirror to see a video clip of their favorite princess.

spacer.gifThere's also a pixie-dust trail that leads to a small theater where they can watch movie trailers and learn to draw cartoons.

"We're competing for time. Families around the world are time-starved, and shopping as recreation is not as prevalent as it was five years ago," said Jim Fielding, president of Disney Store, the retail merchandising arm of Disney Consumer Products. "We felt we had to create a memory and true Disney experience."

Disney came up with the interactive concepts after taking back the chain's 200-plus locations in North America from the Children's Place retail stores in 2008. It introduced the new format at 19 Disney stores worldwide last year and plans 40 openings this year.

Eventually, it plans to make all of its stores interactive.

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