Disney Celebrates World Princess Week; new Retail Activation Unveiled
Disney Store has 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 24th–26th August, the free-to-attend pop-up invites 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.
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.”
She added: “Disney princesses were such a big part of my childhood, and it’s so lovely to now see Lilah enjoying that same magic. They’ve always been inspiring to me, and celebrating World Princess Week together was a wonderful experience for us to share.”
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.”
She added: “Disney Store is proud to be the home of the official Disney Princess collection, where families can bring those stories to life.”
World Princess Week is an annual global celebration of the courage, kindness and inspiration embodied by Disney Princess characters. The initiative encourages fans of all ages to embrace their inner royalty and the timeless values at the heart of these stories.
