New generation of Disney Store to open in Montebello

A shopping center in suburban Montebello will be the venue for a new generation of Disney Store, designed to use high tech to appeal to little customers.

The Shops at Montebello was selected for the North American introduction of the new generation of Disney retail effort, said Jim Fielding, president of Disney Stores Worldwide.

"Special features like the iconic Disney Princess castle with magic mirror and the Disney Store Theater are just two of the amazing elements in the new store that will enrich every child and family's experience at the Disney Store," he promised.

Disney said its new version of mall outlets will be viewed by kids as a unique destination developed from a child's perspective. The new stores will integrate the latest technology to create an enhanced shopping experience inspired by Disney's most popular characters and stories.

After the rollout in Montebello, only 20 new-generation Disney Stores will be added in North America and Europe, including one at Santa Monica Place, which is reopening this summer after a major refurbishing.

The only other California Disney Stores will be at Fashion Valley in San Diego and Union Square in San Francisco.

The Disney Store retail chain debuted in 1987, and Disney spun off the chain to another company in 2004. Disney repurchased the chain in 2008 with the aim of decreasing the number of outlets, and Disney has said the stores are an important extension of the Disney brand.

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