Revamped Disney Store 'Unlocks the Magic'

Two years in the making, the highly anticipated re-opening of the Disney Store drew young and old alike Thursday to Roosevelt Field Mall.

Shoppers had an opportunity to experience the store's new design first-hand as it was unveiled with help from some special guests during a morning celebration.

"Disney Store has had a presence in Roosevelt Field for more than 20 years," says store manager Dan Ojeda.

As children waited in line to enter the store, they broke out into cheers when the famed Buzz Lightyear stepped into their view. Moments later, area store manager Suzanne Angioletti asked if everyone was ready to "unlock the magic" to which all of the kids happily responded "Yes! Yes! Yes!"

Charm, a member of the Boys & Girls Club of Queens, was invited to help hold the enormous key and unlock the store with Angioletti. After officially opening the door to the revamped Disney Store, Charm was given a replica of the key to take home with her.

A photo session with Buzz Lightyear followed the grand entrance. Next, the kids headed to the new 12-foot wide curved screen in the round Disney Store Theatre for storytelling with employee, Rickie. They featured the Disney Digital Books, interactive books that display the texts and pictures on a screen.

During the story, children were asked to participate by shouting "Vroom Haha Cya!" during a trickster scene of the book focusing on the characters from Disney's Cars. They also enthusiastically answered questions about the book's details.

At the end of the story, the Disney Store informed their guests that they would all be receiving six-month subscriptions to Disney Digital Books to enjoy on their computers from the comfort of their own homes.

"We've been working on this project for two years from the initial concept to the design. We didn't want to be seen as just another store," says Molly Adams, vice president and general manager of Disney Store North America. "We wanted to elevate the quality, and tell stories in a way that only Disney can. Disney and the in-house designers have been the heart and soul of this project. It has been really rewarding."

As Patch left the grand opening event, quite a line had formed of children and adults waiting to get a peek. Jessica, 5, said that she "can't wait to go inside because [she] loves Disney, and Cinderella is her favorite movie ever!" John, 7, echoed that sentiment when he shouted "Toy Story rocks!"

During the fall of 2010, Disney will be unveiling new designs at stores at The Shops at Mission Viejo in Mission Viejo, CA; North State Street in Chicago, IL; Freehold Raceway Mall in Freehold, NJ; NorthPark Center in Dallas, TX; Santa Monica Place in Santa Monica, CA; International Plaza in Tampa, FL; Fashion Valley in San Diego, CA; Disney Store on Stockton Street in San Francisco, CA; and a two-story Disney Store in Times Square.

Ten percent of the first day's sales from each opening will be donated to the United States Make-A-Wish Foundation.