Disney to Open Two ‘Disney Baby’ Stores
As part of the company’s efforts to target younger children, Disney has announced the opening of special Disney Baby stores. These stores will specifically offer products for infants and highlight the best of its new infant line, including apparel, nursery items, and bath products.
One store will be opened on each coast, and each will allow Disney executives to interact with parents of newborn children and improve their merchandise. The store’s first location is expected to open next year at the Americana in Glendale, CA, which is conveniently located near Disney headquarters.
This announcement of the new stores comes as a larger push by Disney to market themselves to younger children. Disney Channel currently presents about 60 hours of preschool-aged children’s programming each week, and a dedicated channel for preschoolers, Disney Junior, will debut next year. Additionally, Disney Consumer Products is working with the company Our365 to get their products into maternity wards and provide a free sample of their Disney Cuddly Bodysuit as part of the samples new mothers receive in the hospital.