Disney to set up shop in Times Square

Pasadena, Calif. The Disney Store plans to transform part of an expansive retail space in the heart of New York's Times Square into a state-of-the-art, interactive retail destination set to open in fall 2010.

The store will be located at 1540 Broadway, between 45th and 46th Streets, the former home of Virgin Records, and right next to the incoming Forever 21 flagship. Disney reportedly will use a portion of the first, second and third floors for a total of almost 25,000 sq. ft., according to Crain’s New York.

The location will incorporate technology-advanced displays including an interactive Disney Princess castle to serve as one of many centerpieces at the new Times Square location. An all-new children's theater will feature the latest Disney entertainment and classic animation. Various children's activities, special events, and celebrity appearances will also be featured.

"Bringing Disney Store to the center of Times Square is a monumental achievement, and we have created a retail experience that complements the energy and innovation that Times Square inspires," said Jim Fielding, president of Disney Stores Worldwide. "We're focused on reinvigorating retail and providing a unique shopping destination to millions of families from all over the world who travel to New York for a magical experience."

During the next five years, Disney Stores has said it plans to strategically balance its retail portfolio, enter new markets, and transform more than 300 locations across the United States and Europe to its new, interactive design.