Dear Paul Gainer,
Allow me to address you in this open forum, The Disney Driven Life. I hope you are an avid reader. But if not, perhaps this letter will go viral. You see, I have some excellent ideas to share with you on how to improve, enhance, and invigorate the Disney Store retail shops.
I understand Disney Stores across the country have undergone a recent remodeling. I have been an avid shopper since the early 1990’s. My recent shopping experiences over the past few years do not lure me into the store in quite the same manner it did so many years ago.
The Disney Store used to have items that were targeted to adults. I remember jewelry and household items. It was not perceived, in my opinion, as a Toys R Us with Disney merchandise. Walking into your stores now, it is predominantly filled with items that appeal to the under 10-year-old consumer. What about me? I want to spend some money on myself and I don’t want to buy another plush toy for my daughter or another tshirt for myself. ( I could open my own Disney Store with a plush mountain of stuffed toys.)
As a Neurotic Disney Mom (and a proud NDM too!) I want to waltz into a Disney Store for my own self interests. Ok, sure I usually have the children in tow. But why can’t we all walk away with a new treasure? For instance I don’t see why there isn’t a section dedicated to perfumes and fragrances. Think about it: perfumes modeled after Disney villains like the Evil Queen, Lady Tremaine, Cruella Davile, Mother Gothel. I think this is shear genius (in my opinion.) Why not flaunt a somewhat #naughtyDisneyside?
Or how about candles that evoke the smells of the parks. Come on, you know this would sell. Yankee Candle has a whole business dedicated to the senses. All I’m asking for is a section of the store. I would buy a candle that was marketed as “Essence of Haunted Mansion.”
Ok let’s move on. Why do the Dooney & Burke purses have to purchased at the parks? Why can’t you allow one special purse that can only be purchased in the store? Don’t you think there would NDM’s lining up in droves just to get a peek at one? I say bring in Vera Bradley and D&B and let’s have a purse party. Would asking for wine bar in the store be crossing the line?
And while we’re at it, have you seen the business for Pandora? You can sell the exact same bracelets and charms, but make them exclusive at Disney Store and available certain times of year. Think about it. Mother’s Day exclusive charms only at the Disney Store. Duh! This is a no brainer.
My last visit to the store, the Palisades Center in West Nyack, NY, was disappointing. My daughter absolutely loved Bing Bong plush toy. Her joy is always my joy too. But there was NOTHING for me to buy. I looked at coffee mugs and adult tshirts. I’m not into the Cinderella and Prince figures for $70. At that price point, I would gladly purchase earrings or a bracelet. I once purchased a pair of Mickey earrings sooooooo many years ago at Disney Store in Stamford, CT. I lost one of the earrings (at EPCOT, can you believe it?) I haven’t been able to find another pair like them. I would really love to have them again. I couldn’t even find an image. This is the closest image I could locate that resembled my lost favorite pair of earrings.
In conclusion I hope you read this letter. I hope the Disney Store will bring in more items that appeal to “women of a certain age.” I will never stop loving all things Disney.
Letty – a Neurotic Disney Mom