Disney Store China has opened a new outlet at the HKRI Taikoo Hui Mall in Shanghai.
“We’re committed to bringing consumers new immersive retail experiences,” says Disney consumer products and interactive China VP/GM Kermid Rahman.
He says the store includes a mix of both local and internationally designed products, including items from Marvel, Pixar and Star Wars.
Signalling Disney’s ongoing push into high fashion in China, the store offers the first China-exclusive high-end fashion collection of bags called M28 Mickey Collection featuring a black theme and white gloves as the key design element.
For its first two weeks the store features an exclusive Golden Metallic Mickey Wall with 888 limited-edition metallic-colour Mickey plush key chains hung from ceiling to floor. The numbered key chains can be pre-ordered.
To promote the opening, Disney Store and bicycle-sharing system Mobike co-launched a marketing campaign, rolling out Mickey & Minnie cycles across Shanghai. The mall offers a Disney themed bike-riding experience with a lucky draw.
An LED screen at the entrance of the store entertains customers with stories and characters from across Disney, Marvel, Pixar and Star Wars interactively.
This is the second Disney Store for China, the other being the Shanghai Lujiazui Flagship Store. There are also two online stores on Tmall – Disney.tmall.com and Disneyfashion.tmall.com.