The shop's mission is 'to provide the best 30 minutes of a child's day'.
This is the tenth shop in Europe to be built around the new Disney Store concept, with the design due to be implemented in stores worldwide.
It’s the largest store in Europe and the second worldwide. In a prime High Street space, the 8,200 square-foot shop is twice the size of the previous Oxford Street location.
Nine out of ten products on sale are Disney exclusives and free events are held for kids every day.