Walt Disney World Chronicles: The World of Disney Store

by Jim Korkis
Disney Historian

Feature Article

This article appeared in the March 1, 2016 Issue #858 of ALL EARS® (ISSN: 1533-0753)

The very first Disney Store opened in the Glendale Galleria shopping mall in Glendale, California, on March 28, 1987. Since I lived in Glendale at the time, I was there on opening day.

The concept of The Disney Store was that it was to be an "annex" to the Disney theme parks. There was merchandise exclusive to the store along with well-trained cast members who were friendly and knowledgeable about Disney so that they could interact with the guests who were eager to feel part of the Disney magic.

This concept was taken to an even higher degree with the opening of the World of Disney Store in the Marketplace area of Walt Disney World's Downtown Disney.

When the World of Disney store opened October 2, 1996, its first guests were given a colorful character map to help orient themselves to the massive 51,000 square feet of retail space referred to as "The Largest Character Shop in the World."

It was certainly the largest retail space to sell Disney-related merchandise of all kinds and it was designed to be an attraction in itself with its colorful three-dimensional character figures on the exterior, inspired in part by the three-dimensional art used in the first versions of The Disney Store.

To add to the fun of the World of Disney, the map given to guests also included a quiz to test your DQ (Disney Quotient). (See sidebar below.)

The World of Disney Store was not developed just to have another retail location at Downtown Disney. It was created to address a challenge that guests were facing.

As guests spent multiple days at Walt Disney World, they would visit several of the theme parks and would see items they wanted to purchase, but would decide to delay purchasing until nearer the end of their trip. Sometimes those items were only available at a particular park and there was sometimes not enough time to go back and try to get that one thing.

Disney developed a program in which a guest in such a predicament could go to the outside Guest Relations window at any of the parks and get a "shopping pass." Actually, the guest purchased a full-day, one-park pass, but if they returned to the window before two hours had passed, the cost was completely refunded. This practice assured Disney that guests would not abuse the privilege to stay in the park, but allow them to find and buy that one item they yearned to add to their souvenirs.

However, this proved to be awkward, stress-inducing and many were completely unaware of this option. Instead, it made more sense to have a single location that did not require park admission that stocked the most popular items. In the beginning, cast members working at the location were given a "hotline" on which they could contact other stores directly to have the item shipped to the World of Disney or held for a guest.

As Walt Disney World publicity described the World of Disney Store when it first opened: "Imagine a mountain of your favorite Disney plush toys piled so high it seems endless. Marvel at an Enchanted Dining Room stocked high with an unbelievable selection of gourmet foods. Fabulous clothes, magical gifts and authentic Disney souvenirs line the walls, fill the shelves, and hang suspended from above in the most innovative and entertaining ways.

"It's paradise for everyone, from the newest Mickey fan to the avid Disneyana enthusiast. Disney merchandise is arranged so artfully that this remarkable store is an attraction itself. As you enter, you'll pass beneath giant airships and into lands of endless fascination. The journey starts in The Great Hall and 60-foot high Rotunda, where eight more fantasy airships averaging 20 feet in length are piloted by numerous Disney characters. State-of-the-art, high fidelity sound comparable only to a movie theater adds to your delight."

When the World of Disney Store originally opened, each room was given a colorful name to help more easily locate a particular item.

After all, merchandise sold at the location included (but was not limited to) backpacks, books, boxers, children's apparel, clocks, collectibles, costumes, dolls, figurines, gifts, hats, jewelry, luggage, photo albums, plush toys, sleepwear, slippers, socks, souvenirs, stationery, sunglasses, sweatshirts, T-shirts, ties, videos, watches and other items branded with Disney characters and theme park icons, plus candy and natural snacks from the "Goofy's Candy Company" and "Chip N' Dale" brands.

While things have changed, like the addition of the princess-themed salon called Bibbidi Bobbidi Boutique in 2006, these original room names and descriptions should seem familiar for the store where guests were encouraged to "bring home the magic!"

Starting from the entrance nearest the main entrance to Downtown Disney, guests experienced the following:

— Enchanted Dining Room (Candy, Gourmet Foods, Housewares, Table Top)

— to the right of the Enchanted Dining Room, the Exotic Animals Room (Men's Clothing, Ties, Boxers, Hosiery). In 2006 as part of the store's 10th anniversary celebration, this room was re-themed to the Pirates of the Caribbean and Stitch and renamed the Adventure Room.

— to the left of the Enchanted Dining Room, the Magic Room (Adult Sleepwear, Slippers, Boxers)

— straight ahead from the Enchanted Dining Room, the long hallway known as the Great Hall and Rotunda (Popular Souvenirs, Adult Apparel, Headwear, Luggage, Backpacks, Sunglasses)

— straight ahead, the Map Room (Disney Souvenirs, Stationery, Decorative Figurines, Photo Albums, Personalization)

— to the right of the Map Room, the Bird Room (Women's Apparel Collections, Latest Women's Fashions)

— to the left of the Map Room, the Villains Room (Disney Watches, Jewelry, Clocks, Decorative Gifts)

— straight ahead from the Map Room, the Carnival Room (Princess Costumes, Kids' Sleepwear, Dolls, Kids' Bath and Body)

— to the right of the Carnival Room, the Snow White Room (Infant and Toddler Apparel, Kid's Bedding, Baby Books, Baby Plush Toys)

— straight ahead from the Carnival Room, the long final room was known as the Wonderland Room (Kids' Souvenirs, Children's Apparel, Media and Books, Plush Toys). In 2006, this room was renamed the Princess Room and was redesigned to look like a great hall in a fairy tale castle.

With the opening of the Bibbidi Bobbidi Boutique in 2006, books and media were relocated to the Map Room area. Supposedly, the "owner" of the Boutique is the Fairy Godmother from "Cinderella."

The concept of a store "with the largest selection of Disney character merchandise in the world" was so appealing that a second, slightly smaller version of The World of Disney store opened in 2001 in the Downtown Disney shopping district at the Disneyland Resort in California.

A third site opened October 2004 within a three-story New York building that formerly housed the traditional Disney Store. However this World of Disney store closed in late December 2009 and was replaced almost a year later by another version of the Disney Store in 2010.

On July 12, 2012, another World of Disney Store opened at Disney Village in Disneyland Paris as part of a refurbishment of that area. So, three World of Disney Stores are currently operating today.

The North American Disney Store franchise was sold and licensed to Children's Place in 2004. The Walt Disney Company retrieved the franchise in May 2008, but the stores never seemed to regain their original magic and unique approach. Still, even though Walt Disney World has added stores like Once Upon A Toy, the World of Disney store and its counterparts are still a major attraction (and source of income) for the Walt Disney Company. They really are a work of art, in addition to offering a wide variety of merchandise all in one location.

THE ORIGINAL WORLD OF DISNEY MAP

Here are the 12 questions from the original World of Disney map. The answers (no peeking!) are at the end of the column.

1. How many airships are there in the Great Hall of the World of Disney?

2. How high is Plush Mountain in the Wonderland Room?

3. Sixteen murals, surround the Great Hall of the World of Disney. What two characters appear in all?

4. Who is the "blue tourist" in the Map Room?

5. Tentacle-ly speaking, who is this Disney villain who loves to get her arms around the Villains Room with its assortment of watches, jewelry and gifts?

6. Who is the gourmet chef stirring things up in The Enchanted Dining Room, where you'll find what you need to spice up your next feast?

7. Who is the fairest Disney character of them all? Here's a hint: you'll find the answer along with delightful infant and toddler apparel next to her Wishing Well.

8. You'll get a "Hakuna Matata" feeling while shopping for men's clothes and accessories under the watchful gaze of what ruler?

9. Tinker Bell joins which sorcerer's apprentice in the Magic Room where Disney intimate apparel and sleepwear casts its spell?

10. The highest point on the World of Disney exterior is over six stories high at the top and at the top is what pixie-dusted character?

11. The Carnival Room features items that make every little girl's wish come true with princess costumes and accessories. What Disney Animated Classic movie is this room themed after?

12. On the two pictures hanging on the walls of the Villains Room, name the villains and the villains they transform into?

Answers: (1) Eight inside plus there are four more outside (2) Twenty-five feet holding an estimated 8,000 plush toys (3) Mickey and Minnie (4) Genie from Aladdin (5) Ursula (6) Mickey Mouse (7) Snow White (8) Simba (9) Mickey Mouse (10) Tinker Bell (11) Pinocchio (12) Jafar/Captain Hook and Maleficent/Cruella de Vil.

If you got all 12 questions correct, you were considered a "Magic Carpet Flying School Graduate." If you got 9 to 11 correct, you were then considered eligible to join the "Fantasy Flight Show," with all the characters flying above the shoppers. If you got 5 to 8 correct, you qualified for "Goofy's Flying School" and if you got 4 or fewer correct it was obvious that "you must have been tutored by Cinderella's wicked stepmother."

Even though the World of Disney has gone through many changes over the last two decades, including the addition of Pirates of the Caribbean figures in 2006, I would imagine that most of you were able to get a fair number of answers correct just through guessing, as you did on some of your school tests in days long gone by… although you probably did not attain the rank of Magic Carpet Flying School Graduate.

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Other features from the Walt Disney World Chronicles series by Jim Korkis can be found in the AllEars® Archives.

Jim also writes occasionally for the AllEars® Guest Blog, contributing entries under the heading of "Jim's Attic."

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ABOUT THE AUTHOR:

Disney Historian and regular AllEars® Columnist Jim Korkis has written hundreds of articles about all things Disney for more than three decades. As a former Walt Disney World cast member, Korkis has used his skills and historical knowledge with Disney Entertainment, Imagineering, Disney Design Group, Yellow Shoes Marketing, Disney Cruise Line, Disney Feature Animation Florida, Disney Institute, WDW Travel Company, Disney Vacation Club and many other departments.

He is the author of several books, available in both paperback and Kindle versions. You can purchase them via our AllEars.Net Amazon.com store HERE.

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Editor's Note: This story/information was accurate when it was published. Please be sure to confirm all current rates, information and other details before planning your trip.