Shanghai Disney Resort today announced that the resort will open two Shanghai Disney Resort Stores at Shanghai’s Hongqiao Airport in the spring of 2017. Both stores, located in the domestic departures Terminal Two of the airport, mark the first time that Shanghai Disney Resort offers its unique retail experiences outside the resort itself, and will allow guests and travelers to bring home even more magical memories through exclusive Shanghai Disney Resort merchandise collections to share with families and friends.
“The reaction we have seen from guests towards the exciting and innovative merchandise offering at our resort has been phenomenal,” said David Koo, director of Merchandise at Shanghai Disney Resort. “With the addition of these two new retail locations, we are able to better meet the demand for our most popular products, offering guests and travelers the opportunity to add to their collections on their journey home, extending their Disney magical experience beyond the resort.”
Wide Range of Trendy and Eye-catching Merchandise Influenced by Chinese Culture and Consumer Insights
Driven by a strong integrated merchandise team, Shanghai Disney Resort features a full range of product lines including Disney apparel, toys, stationery, lifestyle products, collectibles and gifts, ensuring something for every guest – young and old, girls and boys, families and friends – with more than 7,000 different merchandise items to choose from.
Shanghai Disney Resort also continually updates or adds new creations to its retail product offerings, based on ongoing Chinese consumer research and insights. Combining the latest Chinese consumer shopping trends into merchandise design ensures that the products not only are true to their Disney inspiration, but also provide consumers with the level of functionality they expect. For example, the new Cute Couples themed Mickey and Minnie foldable fleece collection integrates consumer’s increased expectations on product functionality, with items being foldable into a back cushion for easy carrying and multiple use. Another bestseller is the Storybook Chocolate Set at the Spoonful of Sugar confectionery in Disneytown. The candies are packaged into a storybook-shaped box, which guests often keep as a shelf decoration or a jewelry box once the content has been consumed.
“‘Authentically Disney and distinctly Chinese’ is also the philosophy applied to the design of our merchandise products,” said Yasmeen Chen, creative director of Merchandise at the resort. “By enjoying our lines such as Vintage Shanghai and many more, our guests are not only able to indulge in their favorite Disney characters, but also reminded of the charming Shanghai of yesteryear.”
An Immersive Shopping Entertainment Experience
In addition to magical products, Shanghai Disney Resort also offers immersive retail shopping entertainment experiences, which form an integral part of Disney’s authentic storytelling. This starts with the dedicated shops located within each of the six themed lands within the resort’s theme park, Shanghai Disneyland, offering products according to each land’s unique theme and stories and allowing guests to be further immersed in the Disney magic even while they shop.
Shanghai Disney Resort has also created several new experiences for all guests. The Shanghai Disney Resort Magic Passport, which is available for the first time in a Disney theme park and designed exclusively for Shanghai Disneyland, provides an interactive experience for guests to learn about the stories behind the attractions and shows while collecting stamps from designated locations as souvenirs of their visits. In the few months since the resort’s opening, The Magic Passport has already proved to be one of the most popular merchandise experiences. The Bibbidi Bobbidi personalized storybook photography experience at the Bibbidi Bobbidi Boutique in the Enchanted Storybook Castle is an experience that girls and boys alike will enjoy, with a choice of magical makeover options which put young guests in their own stories, and ends with a special book to take home.
Traditional Chinese festival culture also plays a big part in considerations for product design. In addition to seasonal versions of popular products such as the iconic Mickey Ear Hats and Minnie head bands, dedicated festival collections have also been welcomed by guests. Approaching the 2017 Chinese New Year, part of the resort’s first Chinese New Year collections are already available, with more to come in the coming weeks.
This perfect combination of Disney authenticity and Chinese culture is evident in more than half of the merchandise. The Vintage Shanghai line, inspired by Shanghai circa 1928 – the year Mickey Mouse was born – and the Shanghai calendar artwork from the same decade, is just one example of how traditional Chinese culture and international influences have been combined.
Guests’ Disney shopping experience further extends to the resort’s exciting shopping, dining and entertainment district, Disneytown, which features the 3000-square-meter World of Disney Store that includes Marketplace specialty shops and a Spoonful of Sugar confectionery. The World of Disney Store offers an extensive selection of Disney merchandise, including exclusive items found only at Shanghai Disney Resort, while at the innovative confectionery boutique for special gifts, Spoonful of Sugar, guests can enjoy the confectionery show kitchen, and watch as handmade treats are made from the finest ingredients.
“At Shanghai Disney Resort, the entertaining shopping experience is not just about the merchandise. We are committed to igniting dreams within the hearts of our guests from the minute they step into the resort, creating happy and tangible memories that last forever – whether that be through magical gifts or unforgettable experiences. With the development of our new stores at Hongqiao Airport, we look forward to bringing this unique experience to more guests traveling to and from Shanghai,” said Koo.
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