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Disney's new showcase store in Oxford Street is the biggest and the branch is twice as large as the previous Oxford Street store.

The centrepiece is a 28 foot high castle which sits in the middle of the store and is the first thing to be seen when you walk in.

The store uses the latest technology including animated trees, cartoons on the walls and music which are adjusted by an iPod Touch handheld device controlled by a member of staff.

The store begins each day with an opening ceremony in which one child will be chosen to use a giant key to open the rope barrier with Tinker Bell appearing and spreading pixie dust on the showpiece castle.

Jonathan Storey, Disney's marketing and guest experiences director, said: "We really wanted to make this store more than just a place to by merchandise. The castle really does signify what Disney is all about. This really is our showcase centrepiece.

Other interactive experiences for children include the Disney Princess Magic Mirror. By waving a wand in front of the mirror you can watch short stories appear from Princesses Ariel, Belle, Cinderella, Sleeping Beauty, Snow White and Tiana.

The Disney Store Theatre hosts a number of free events throughout the day, including animation classes, quizzes and lessons in how to dance like your favourite characters.

The store is at 350 Oxford Street will be the largest out of Europe's 105 branches.

 

Opening Hours
Monday to Saturday . . . 09:00 to 22:00
Sunday . . .  . . . . . . . . . . 12:00 to 18:00


For more information and a preview of what there is to buy, visit their website.

 


To get there from the Americana; take the Jubilee Line southbound from Baker Street to Bond Street.
When you leave the station - take the exit signposted to Oxford Street northside. When you get to the street go in the direction towards Oxford Circus (that is away from Selfidges)