Disney and Harrods launch new fairy tale retail experience
Disney has joined forces with Harrods to recreate one of its popular theme park experiences for the first time in the UK.
The company is to launch a Cinderella-inspired “Bibbidi Bobbidi Boutique” at the world famous department store, which will form the centrepiece of Disney at Harrods, a new partnership venture including a bespoke Disney Store and new-look Disney Café.
Opening its doors for the first time on 25 November, the Disney Bibbidi Bobbidi Boutique is based on a similar experience offered at Disney theme parks. Set in a “fairy tale castle”, the boutique will offer an immersive storytelling experience for children aged between three and twelve where they will learn the qualities needed to become princesses or knights while enjoying “the ultimate fantasy makeover”.
Building on the success of last year’s Disney pop-up shop, the partnership also includes the launch of a dedicated Disney Store at Harrods, which opened on 1 November, offering shoppers exclusive themed products in a Disney-themed environment.
Anna Hill, vice president at The Walt Disney Company, UK & Ireland, said: “Our partnership with Harrods will bring Disney magic to an iconic British store in a completely unique way. The Boutique lets children step into the world of classic Disney characters, celebrate the qualities like kindness and bravery that make them true heroes and heroines, and be transformed as Cinderella was in the famous Fairy Godmother scene from the movie. We hope the experience will create memories that families can enjoy for a lifetime.”
The plans also include a revamp of The Disney Café over the coming months.
Mark Briggs, Harrods store director, added: “There’s only one Harrods, and there’s only one Disney but this partnership shows what can be achieved when two iconic brands work together. Disney at Harrods will create a magical day out in itself, shopping for exclusive products at Disney Store, enjoying a meal together with added imagination at the themed Café and experiencing a royal transformation in the Bibbidi Bobbidi Boutique – we can’t wait to start welcoming guests.”
