The global entertainment giant officially opened its largest North American store Tuesday in Manhattan's Times Square.
The store is the crown jewel among approximately 360 the company operates worldwide.
Disney joins retailers like Aeropostale Inc., Forever 21 and American Eagle Outfitters that recently opened flashy outlets in the tourism hotspot where an estimated 1.5 million people stroll by each night.
Celebrities, customers and a complement of top Disney executives were on hand.
Disney has now renovated 18 stores to offer what the company calls "the best 30 minutes of child's play" from a personalized theater experience, build-your-own cars and magical mirrors.