shopDisney to Rebrand Back to Disney Store

After several years, shopDisney will be rebranding — and going back to a familiar name.

What’s happening:

  • Later this month, shopDisney will once again be known as the Disney Store.
  • In turn, the main URL for the online retail destination will be

  • According to the Guest Services page, the switchover will officially happen in North America on Valentine’s Day (February 14th).
  • Disney also notes that this changeover has already happened in the APAC region and is set to happen in EMEA markets on February 12th.
  • The rebrand will not impact any orders and customers will still be able to view their order history.
  • According to the FAQ page, packaging with the updated name will roll out over time.  
  • Despite the change, the site notes “We will still be the place to buy unique, authentic, high-quality products from Disney, Pixar,  MARVEL, Star Wars, National Geographic and Twentieth Century Studios.”
  • This rebranding is a reversal of a decision made in 2017.
  • At the time, then-EVP of Disney Retail, Paul Gainer, said, “We know our fans are looking for a one-stop-shop to find the most compelling product out there and with shopDisney we are uniquely positioned to curate the very best of Disney, Pixar, Star Wars and Marvel merchandise.”
  • Disney also stated that, with the arrival of shopDisney, it would offer more adult merchandise.
  • Since then, the retail market has changed dramatically, with Disney Store closing most of its physical locations in North America.
  • This news also comes as shopDisney reportedly laid off workers in recent weeks.

Kyle Burbank
Kyle is a writer living in Springfield, MO. His deep love of Disney and other pop culture finds its way into several aspects of his life and work. In addition to his position at LP, he's also the head writer for as well as his own personal finance site