Disney has opened its first revamped Disney Store at the Lakeside Shopping Centre in Essex, featuring plasma screens, interactive performances and a comprehensive range of Disney products.
The store, which is the first of the entertainment company's UK-based "concept" outlets, will include a 10-foot high tower in the middle of the shop called the Heart of Disney, featuring a 360 degree wraparound screen, plasma televisions showcasing new Disney films and products, and LED displays telling customers what in-store events will be happening each day.
Disney said the refurbished store would promise "the magic and theatre" of the brand, while offering a more interactive experience for visitors.
The company said it planned to roll out the redeveloped stores in selected locations, and was looking at markets outside the UK, including France, Spain and Italy.
Among the other newly introduced features are an overhead moving rail with Perspex pods containing toy Disney products, including Minnie, Mickey Mouse and Winnie The Pooh, and a fibre- optic lit "Pixie Arch", framing the entrance to the store.
Disney UK said the store design would aim to give more interactivity for visitors by adding a more contemporary and cutting-edge feel to the current Disney Store format.
Teresa Tideman, joint managing director of The Disney Store, said: "The company's plans for Disney Stores across Europe are ambitious, and our new and impressive Lakeside stores show exactly what is possible.
"We are now looking at using this concept or variations of this concept in selected new and existing stores."