Originally, it was just supposed to be a trip to NYC’s Museum of Television & Radio. Where I would be doing some research for my “Mary Poppins: From the Page to the Stage” article.
But as soon as Jeff Lange found that the MTR was just a few blocks away from the “World of Disney” … It was almost inevitable that we’d be returning to the Fifth Avenue store. Just to see anything had changed at this three story facility since our last visit.
Surprisingly, a lot HAD changed. From the front window display …
Photo by Jeff Lange
… which used to hype “The Incredibles.” Now, the store’s front window display promotes Playhouse Disney’s TV series, “JoJo’s Circus” as well as JoJo and Goliath’s daily in-store appearances (now through March 4th).
A lot of the “World of Disney” ‘s merchandise displays had also been moved around. Where once a huge pile of “The Incredibles” toys, games and clothes were the first thing you saw when you came through the store’s front door, now the Muppets had that primo selling spot …
Photo by Jeff Lange
…. which I’m hoping will please all of you Muppet fans out there. Until you hear that the “World of Disney” had slashed the prices of most of the Muppet-related apparel that the store had in stock. With many of those $25 “Kermit” t-shirts now going for less than $12.
That’s what really surprised Jeff, Cory, Nancy and I as we explored the 5th Avenue store last Sunday. Even though NYC’s “World of Disney” had only been open for a little more than 100 days at this point, it was clear that the Mouse was already dumping a ton of merchandise at severely discounted prices.
I mean, take a look at these signature shirts that had been created exclusively for the 5th Avenue store.
Photo by Jeff Lange
Which included one shirt that featured two characters that I never thought that I’d ever see appearing together: Mickey Mouse & Jessica Rabbit.
Photo by Jeff Lange
And — yes — those are genuine sequins on Jessica’s dress. This very cool collectible was originally priced at $40. Which must have been too high for most shoppers. Which is why these shirts are now selling for $19 apiece.
The same thing was happening with a lot of the “World of Disney” logo items. With sweatshirts, hats and shirts emblazoned with that distinctive “N – Mickey with his arms raised standing for the letter ‘Y’ – C” logo being discounted by as much as 30%.
Photo by Jeff Lange
And it wasn’t just the low end items that were having their prices slashed. Some of you may recall those “Classic Disney” cashmere sweaters that the “World of Disney” was originally selling for $300 apiece. Well, those high priced warm-and-fuzzies are now going for just $150.
“So what’s going on here?,” you ask. “Is all this discounting a sign that NYC’s ‘World of Disney’ is already in trouble?” Far from it, folks. From what one of the assistant managers told me during last Sunday’s visit to the 5th Avenue store, this is just an example of how dynamic the Walt Disney Company wants “WOD” to be.
As it was explained to me … NYC’s “World of Disney” wants to be a store that appeals to both native New Yorkers as well as tourists. Which is why “WOD” will be constantly changing out its front window (I.E. The “JoJo’s Circus” display is actually the third one that the store has had since its grand re-opening back on October 5th) as well as having regular sales. With the hope that this will help keep foot traffic high at the NYC store.
“We don’t want to be thought of as just another Disney store,” explained the “WOD” ‘s assistant manager (Who asked that her name not be included as part of this article). “We want people to think of the 5th Avenue store as a special destination. A place that they HAVE TO check out the next time they’re in the city. So — if it takes some ‘50% off’ sales to get the locals as well as the tourists to drop by the store in January — Well, that’s what we’re going to do.”
I’ll say this much: There’s been a clear break made between the “World of Disney” and the Disney Store chain. To explain: As he was finishing up his shopping at the 5th Avenue store, Jeff tried to use a “Disney Store” gift card that he’d received over Christmas to pay for part of his purchase. The clerk at the register politely but firmly rejected the gift card, explaining to Jeff that ” … we’re not part of the Disney Store chain anymore.”
But — in a weird sort of way — visiting NYC’s “World of Disney” was sort of like visiting the Disney Store of old. By that I mean: There seemed to be dozens of cast members working the floor, politely greeting guests and/or straightening displays & refolding clothing. And — while the store was very, very busy last Sunday afternoon — it was also incredibly clean.
Speaking of incredible stuff … There was this “Incredibles” display on the second floor that had this great gag that you could only really see if you stood on the third floor of the building. To explain: Looking up from the second floor at the display, you’d see that it was topped off by this “Mr. Incredible” plush which was posed very heroically.
However — were you to look down at the very same display from above — you’d see that Mr. Incredible was actually standing on top of Syndrome, with the hero’s foot crushing the super-villain’s wind pipe … Which (admittedly) was a kind of grim but very NYC-esque joke
Speaking of jokes … We have a kind of unusual JHM readers contest this week. Take a look at this photo.
Photo by Jeff Lange
This picture shows JHM’s creative director, Cory Mitchell (left) looking off-screen with shock, the site’s newest columnist — Florence Lange (center) — quickly turns away in dismay while my significant other — the ever-kind-and-patient Nancy Stadler — roars with laughter. The big question is … What’s happening just off-camera that’s making these three people react so differently?
That’s right. It’s a comic caption contest, folks. And the three JHM readers who come up with the funniest captions win their very own “World of Disney” coffee mug. Which — of course — would be the ideal item to use while you’re sipping a piping hot cup of “Just Plain Joe” coffee.
Want an example of what I’m looking for here. How’s about this:
“The staff of JHM had very different reactions as Jim attempted to squeeze himself into that Jessica Rabbit t-shirt.”
Yes, making fun of yours truly is allowed. Encouraged, even. So feel free to have your captions make fun of the fat man.
Now for the rules … All entries must be sent to this e-mail address: jim@jimhillmedia.com. They must also by received by 9 p.m. EST Thursday night. Beyond that … This contest is open to any and all JHM readers.
Okay. That’s it for this morning, folks. Here’s hoping that you all have a very happy Monday.
Your thoughts?