A permanent Disney store has officially opened its doors inside Selfridges in Birmingham, bringing a wide array of merchandise from classic and contemporary films to the city. The store, which debuted on 30 July 2026, features toys, clothing, and collectibles from beloved franchises such as The Lion King, Moana, and many others.
New Disney Store Replaces Temporary Christmas Pop-Up
The opening follows a successful temporary Disney Christmas shop that operated in the same department store last year. Selfridges store manager Sam Watts expressed excitement about the permanent addition, stating: "Disney has finally opened in Selfridges and we're so excited. After our wonderful Disney Christmas last year, we were so keen to ensure Disney came to the store permanently."
The new retail space aims to provide local shoppers with the "Disney magic" without needing to travel abroad. Emma, a visitor, told BirminghamLive: "I am looking forward to getting a bit of Disney magic in my hometown to save me spending loads of money going to different countries to get a bit of Disney magic. I absolutely love it."
Shoppers React to the New Store
Parent Zara Sylvester praised the convenience of the location: "We love the fact that we often come to Selfridges, and the fact they've got a Disney store, it's amazing." Another parent, Tara, described her excitement: "I've been running around like a headless chicken going 'I need, I need, I need'. Give me the tops, the teddies, they've picked a few things that they're going to get. I've still got to get mine, there's so much choice to choose from. I have to have the ears as well. It's the first time seeing the Disney ears inside a store that's not been at Disney."
Merchandise Range and Location
The store stocks a comprehensive selection of Disney-themed products, including apparel, accessories, soft toys, and homeware. Shoppers can find items featuring characters from across the Disney archives, from classic animations to the latest releases. The store is located at Selfridges, The Bullring, Upper Mall, Birmingham B5 4BP, making it easily accessible for visitors to the city centre.
The permanent Disney store is expected to become a key destination for families and collectors, offering a dedicated space for Disney merchandise in the heart of Birmingham. The opening has been met with enthusiasm from local shoppers eager to experience the brand without travelling to theme parks or specialist stores abroad.
