New Disney Store Targets Women

A new Disney Store (Pasadena, Calif.) is set to open in Tokyo’s Harajuku neighborhood March 7 and it’s aimed at a new target audience: adult women.

The store will be located in the new Harajuku Alta retail and entertainment center, which is now under construction on the district’s famed Takeshita Street – a pedestrian-only street lined with cafés, boutiques and restaurants.

In contrast to the vibrant colors of most Disney Store locations, this one will feature sophisticated, subdued tones and the shelves will be stocked with jewelry, bags and smartphone accessories, instead of plush and plastic toys, reports RocketNews24. The spacious floor plan will allow mature customers to comfortably navigate the shopping space, which will feature commemorative items and goods exclusive to the location.

A second adult-female-marketed Disney Store is scheduled to open in Osaka, Japan on April 2, according to RocketNews24.