The store entrance in one person: Mickey Mouse. The entrance to the store is divided by black mickey ears. So, there is no question what is inside. Disney merchandise. To little ones, the famous mouse is as recognizable as the McDonald's arches.
The soundtrack inside the store is a mixture of classic and new Disney song staples, like from "High School Musical" and "Cinderella," as well as ad's for the current Disney film, " Enchanted.
The majority of the merchandise is at eye level for people under 5 ft. Making everything at an arms reach for kids, the store's target audience. Merchandise is divided by type (toys, clothing, flatware, collectibles, and dolls), then by gender, and finally by movie. For example, the Disney Store sells hats, gloves, and scarfs. One one side of a unit there are princess themed merchandise, and the other heroes like Buzz and Power Rangers.
The flooring is either blue carpet, or white sparkle tile depending on what are of the store you are standing in.
All signs state the price of the product below it, not what the product is. Due to the nature of Black Friday, the normal black and white signs were joined by big, red signs.
Similar to the signs below:
The cash wrap is a long line of registers in front of a massive display of classic Disney characters. Also, there are bins with impulse buys lined up on and behind the registers. Finally, Disney is currently promoting the pre-order of "High School Musical 2," so, there is a ton of sign-age for the musical.
The business tries to project the image of American idealism that Disney embodies. It tries to project a family friendly environment. It does this by promoting items for little ones to both kids and their elders. And it sells adult merchandise like clothing and coffee cups to older ones. Creating a store for the whole family. Bright colors equal family.
Customers interact with how the store's merchandise is placed. Again, at low levels, toys are easily accessible for kids while clothing is higher up for their parents or guardians. The music that plays promotes the product, and some customers sang along.
It was interesting that they had the same types of products throughout the store. Like clothing in several places. The store used elements of Disney life, like Cinderella's castle, as fixtures.