Selfridges gets a royal Disney makeover

A new immersive Disney Princess and Frozen castle activation has been unveiled at Selfridges in London. Ollie Pryor, director of Retail UK & Ireland and eCommerce EMEA at The Walt Disney Company, discusses the importance of this installation and its wider significance for Disney and its partners.

Disney has unveiled a bespoke new retail activation at Selfridges’ flagship London store, bringing the magic of Disney Princess and Frozen to life through an installation in the Toy Shop on the fourth floor. The 47m² Castle Build features immersive design elements and a curated product range from leading licensee partners, offering a standout branded experience for shoppers.

Speaking on the project, Ollie Pryor commented on the initiative’s significance: “The Disney Princess and Frozen Castle installation at Selfridges represents a significant milestone in our elevated and immersive retail strategy, bringing two of our most beloved brands to life in a way that’s visually spectacular, enticing shoppers in with product still front and centre.”

Located at the heart of Selfridges’ Toy Shop, the build is a standout branded environment, complete with illuminated castle turrets, media screens and a curated product selection spanning Dolls, Dress Up, Plush, Playsets, Collectibles, Construction and more.

“This initiative is the result of months of collaborative planning between Disney, Selfridges and our industryleading partners, including Mattel, Lego, Jakks Disguise, Ravensburger, LeMieux, Just Play and Funko – all of whom have played a vital role in shaping the experience,” added Ollie. “The product range offers everything from popular, evergreen products such as Lego’s Mini Arendelle Castle and Elsa's Ice Palace, Disney Princess kids’ costumes from Jakks Disguise and Mattel’s Elsa and Anna Singing Fashion Dolls, through to Lego’s Princess Castle and Royal Pets, Mattel’s Light-up Feature Cinderella Fashion Doll and Jakks’ Disney Princess Toddler Dolls. Shoppers and fans alike can also find Moana as she continues her wayfinding, with Mattel’s Moana 2 Singing Fashion Doll.”

Both the Disney Princess and Frozen brands continue to enjoy widespread appeal; but despite considering them evergreens, The Walt Disney Company is keen to ensure that the magic goes on for fans. “The widespread product showcased in the space demonstrates the phenomenal appeal the two brands hold, and our commitment to bringing them to life for consumers in new ways,” explained Ollie.

The Castle Build is designed to remain in-store over a long-term period, offering a consistent and engaging destination for shoppers and fans of all ages. “This is a prime example of how Disney is delivering immersive storytelling at retail and driving category growth, while celebrating the evergreen appeal of Disney Princess and Frozen,” Ollie added.

“We are excited to bring this space to life along with our network of licensees. Feedback so far has been a testament to the importance of creating meaningful retail moments that resonate with consumers and elevate Disney Princess and Frozen’s toy retail presence.”

The activation can be found on the fourth floor of Selfridges, Oxford Street, London.