Today marks the official return of the Disney Store brand for Disney’s online monolithic merchandising empire. After a confusing rebrand in 2017 to the arguably less appealing “shopDisney” name, the company has reverted back to the tried-and-true original name that first debuted in 1987 at the Glendale Galleria in California.

The launch of the store comes with the marketing message of giving you the chance to shop the stories you love from across the company’s various brands. Three pillars mark the mission statement for the Disney Store re-rebrand:

• Authentic: We are the official home of genuine Disney merchandise for fans of all ages. We connect more Guests to more of the characters they love than anywhere else.
• Quality: Every product is thoughtfully designed and brought to life with the highest quality materials for Magic that lasts.
• Unique: We offer uniquely imagined, special edition products and collections you won’t find anywhere else.

With this change, all Disney-owned shops, ecommerce, shop-in-shops and outlets are coming under one brand name: Disney Store. Retail locations, including but not limited to World of Disney and others within Disney Parks will remain directly affiliated with the Park location where they reside.

For now, no announcements have been made about reversing the unpopular decision to shutter Disney Store locations around the globe in 2021.

Have Questions?

Disney Store is ready for you with an FAQ site answering common questions:

MORE INFO: https://support.disneystore.com/hc/en-us