The experiential retail activation took place over the bank-holiday weekend
Disney Store unveiled a new experiential retail activation at its recently opened Westfield White City location, launching a three-day Sprinkle of Magic Princess Experience to coincide with the Bank Holiday weekend and World Princess Week.
Running from 24–26 August, the free-to-attend pop-up invited families into an immersive celebration of Disney Princess storytelling, designed to drive engagement with the franchise and spotlight the breadth of the official Princess product range.
The experience invites young fans to step into their favourite fairytales through makeover sparkle stations, enchanting face painting and interactive photo opportunities. Inside the store, families are guided through a curated shopping journey, where costumes, tiaras, wands and dolls are highlighted to ensure the magic continues at home.
” princesses embody qualities like courage, kindness, and creativity – traits that continue to inspire children today”
Vicky Woods, Director of Disney Store EMEA, said: “Disney princesses embody qualities like courage, kindness, and creativity – traits that continue to inspire children today. When little ones step into their favourite characters through dress-up and play, it sparks imagination, builds confidence, and creates magical moments.”
A Princess Tea Party for invited guests ahead of the store opening added to the sense of celebration on launch day, creating a memorable occasion and valuable opportunities for parenting and lifestyle influencers to capture and share content with their audiences.
The activation saw high-profile attendance from TV personality Lucy Mecklenburgh, who joined fiancé Ryan Thomas and their children, three-year-old Lilah and five-year-old Roman, on the opening day.
Lilah looked every inch the Disney Princess, beaming with delight as glitter was sprinkled through her hair and her face was painted before striking a picture-perfect pose in front of the Disney Princess backdrop. Roman also embraced the fun at the sparkle station, carefully selecting his favourite Disney character stencils and proudly showing off the colourful designs on his arm.
Speaking at the event, Lucy Mecklenburgh said: “Watching Lilah step into the world of the Disney princesses was just magical. Her eyes lit up from the moment we arrived, and she was completely enchanted. As a mum, it’s so special to have days like this together, creating memories I’ll always treasure.”
