Nordstrom and Macy’s See Dollar Signs in the Magic of Disney
Just in time for the holidays, Walt Disney Studios lined up department store partnerships to help mark its 100-year anniversary.
Nordstrom is celebrating the centennial with a limited-time shop in select stores and online where shoppers can discover exclusive Disney items only available at the department store chain.
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“This holiday season our customers can immerse themselves into the world and wonder of Disney100 and bring their favorite characters home,” Olivia Kim, senior vice president of creative merchandising at Nordstrom, said. “Disney has created this universe of characters that are loved from generation to generation and I’m excited to bring the brand and characters to life at Nordstrom. I’ve always been a fan of the nostalgia of Disney, and I can’t wait for customers to experience that and the joy of this collection.”
The retailer called on emerging designers including Sandy Liang, Noon Goons, Wahine, Chopova Lowena and more on items like Cinderella sweaters and Alice in Wonderland graphic tees. Marshall Columbia contributed an embroidered tiered denim miniskirt à la Ariel in muted pink. Junkfood, Hanna Andersson, Lego and Baublebar created character-inspired gift-ready goods.
“We’re thrilled to continue our collaboration with Nordstrom and kick off the holiday season with a diverse product offering that celebrates our beloved characters and stories,” Mike Stagg, senior vice president of Disney consumer products, games and publishing in the Americas, said. “Celebrating 100 years of Disney with Nordstrom brings together two iconic brands that understand the power of storytelling nad how it appeals to our audiences of multigenerational consumers.”
Meanwhile, Macy’s is celebrating Disney’s big year with an expanded and exclusive assortment of products for the whole family.
The limited-edition Disney 100 merchandise spans multiple product categories, including apparel, themed jewelry, toys and accessories featuring icons like Mickey and Minnie Mouse, the Little Mermaid, Spiderman and Moana. Macy’s has also unveiled The Collector’s shop, which featured limited-edition figurines, character pins and items from Disney Mirrorverse, a collection “inspired by a mobile game, set in a fictional universe.”
“Disney and Macy’s share the goal of offering consumers magical moments and high-quality products,” Stagg said. “The wonder of Disney Princess at Macy’s Herald Square will inspire guests to immerse themselves in a truly unforgettable retail experience.”
The department store also released a Disney princess collection, encompassing role-play costumes, character dolls, jewelry, apparel and toys. The Macy’s Herald Square flagship in Midtown Manhattan will be the only location outside of the North American Disney Parks to have a Disney princess augmented reality (AR) “try-on” experience. Developed by fashion AR try-on company and Coach partner, Zero10, customers can step into the frame of a “magic” AR mirror to try on different Disney princess dresses. The experience, hosted inside the Toys “R” Us shop-in-shop, runs until January. Once activated, the digital dresses “come to life” on the mirror with “whimsical animations” and moving AR enhancements that engage and follow the wearer as they move.
“We are excited to expand our relationship with Disney as together we bring to life Disney princess experiences in-store and online with exclusive Disney products, just in time for the holiday season,” Nata Dvir, chief merchandising officer at Macy’s, said. “Our iconic brands are synonymous with special experiences, and we can’t wait to captivate a new generation of fans with the wonder of Disney at Macy’s.”
The Disney collection is available now at Macy’s stores nationwide, online and through Macy’s mobile app.
Disney has assembled other collabs to create commemorative 100-year collectibles.
H&M unveiled a capsule designed by professional snowboarder-turned-Gucci collaborator, Trevor Andrew, celebrating the collection with a popup at one of the fast-fashion chain’s outposts in Brooklyn in July. And in June, Tommy Hilfiger released a collection celebrating Disney’s 100th featuring classic Mickey Mouse characters drawn in manga for a 94-piece collection featuring over a dozen adaptive styles. Disney collaborated with Mugler, featuring limited-edition remakes of archive pieces as well as current creative director Casey Cadwallader’s contemporary designs.