Disney has begun the roll out of its Disney Baby Stores in the US.
The first outlet has opened in Glendale, California, with the firm aiming to provide parents with essential products and information. Products will cover such categories as playtime, bathtime, on-the-go, getting ready, mealtime, dressing baby, baby's first and in the nursery.
In addition to the bricks and mortar store, the Disney Baby online boutique has also launched, while a selection of products are also available in Disney Store locations across the US.
"We launched the Disney Baby line to address the needs of moms looking for superior baby products that also help them celebrate the joys of being new parents," said Bob Chapek, president of Disney Consumer Products.
Chapek was present at the opening of the store, along with actress Alison Sweeney and over 20 expectant military mums with Operation Shower - a non-profit organisation that supports military families by hosting baby showers to ease the stress of deployment.
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