The flagship shop is built around a new retail concept designed to give children a 'magical experience'.
“With the opening of a new Oxford Street location, Disney Store’s magical and immersive retail experience will become a top attraction for all visitors to London,” said Teresa Tideman, joint managing director for Disney Store Europe.
It’s the largest store in Europe and the second worldwide. In a prime High Street space, the two-floor 8,200 square-foot premises is twice the size of the previous Oxford Street location.
This is the tenth shop in Europe to be built on the new Disney Store concept, with the new design set for a worldwide roll-out.
State-of-the-art, fully-customisable technology allows the decor to be tailored to feature a lucky child's favourite characters, or to promote the latest big movie release.
This Disney store is the first to employ a dedicated Entertainment Manager responsible for all aspects of the experience, including the scheduling of the daily events.
Among the spellbinding wizardry - set over two floors - is a 28ft-high Princess Castle, trees that depict the changing seasons and approximately three tons of pixie dust - all irresistible to wide-eyed youngsters.
The Disney skyline that surrounds the perimeter of the store gives the illusion that you are at the centre of a bigger, more magical world. There are (of course) wall-to-wall soft toys, costumes and the Disney Store theatre where children can choose to watch clips from their favourite Disney films.
The Cars Ridemakerz experience, which allows children to customise their own car - kids are assisted as they use tools to assemble their vehicle.
There's also a variety of every day free events, where children can learn how to create their own Disney-style animations, get their picture taken with Mickey and Minnie and more.
Just don't expect to be able to prise your own youngster away easily...