Dubbed ‘shopDisney’, the new virtual department store is now live across the UK, France, Italy, Spain and Germany, and features an impressive selection of items to purchase — fashion, accessories, toys, homewares and collectibles, as well as a range of co-branded products and collaborations with Samsonite, Lego, Clarks and Swarovski.

The e-store will also continue to allow guests to purchase Disney Store gifts and toys, with an increased focus on personalisation and customisable products. A string of fresh brand partnerships is due to arrive on-site from Cath Kidston, Kipling and Codello.

Commenting on the launch of shopDisney, Disney Stores Europe managing director Graham Burridge said the digital destination is for all generations, and part of the company’s push to strategy to attract new audiences worldwide.

“With a slick look and feel and great functionality, plus new product categories, the new shopDisney site will appeal to new and current fans across all ages, whether you’re three or 73,” he said.

In line with this strategic approach, and complementing the shopDisney launch, a number of Disney Stores across Europe will also introduce a curated selection of products for adults, including new fashion and accessory ranges (via RetailTimes UK).