Dive Brief:

• Macy’s on Thursday launched an exclusive holiday collaboration with Disney with a limited-edition assortment. Macy’s is offering over 100 Disney-themed items, including kids and adult apparel, accessories, toys and beauty, as well as one-of-a-kind collectibles.
• The department store will have a dedicated Mickey and Minnie Shop at its Herald Square flagship in New York City and at 200 select stores nationwide now through the New Year. The collection is also now available on the company’s website and mobile app.  
• Macy’s Thanksgiving Day Parade this year will debut a Minnie Mouse character balloon. Mickey Mouse debuted in the parade in 1934.

Dive Insight:

Minnie Mouse will float above the crowds for the first time as a 60-foot balloon in the department store’s iconic Thanksgiving parade.

“Fans of all ages will have the chance to welcome Minnie Mouse and her signature charm as she makes her debut in this year’s Macy’s Thanksgiving Day Parade,” Chrissy Anderson, vice president of North America Brand Commercialization at Disney Consumer Products, said in a statement. “There’s no better way to mark this milestone than with a limited-edition collection that celebrates her sparkling personality and iconic style.”

Macy’s selected stores in key markets to feature the Disney products, including those in Miami, Los Angeles, Houston, Dallas, Chicago and Orlando, Florida, among others. The Disney shop at Macy’s Herald Square flagship in New York spans 2,000 square feet, while the other featured stores are dedicating about 500 square feet for each shop, per a Disney spokesperson.

Disney-themed fashion products at Macy’s include sweats, T-shirts, festive family pajamas and slippers, per the company. New capsule collections are featured with such brands as BaubleBar, Stoney Clover Lane, Kate Spade, Citizen, Funko, Hallmark, Swarovski and Loungefly, per the release.

“Macy’s and Disney have created magic together for ninety years, establishing a legacy that is beloved across multiple generations,” Nata Dvir, chief merchandising officer at Macy’s, said in a statement. “We recognize this rich history and are excited to offer our customers this exclusive holiday assortment. This comes to life in dedicated Mickey and Minnie Shops and offers all our customers … products and experiences only available at Macy’s.”

In the midst of sluggish sales and a plan to close a number of underperforming stores over the next few years, Macy’s is utilizing its New York City flagship presence to showcase about 30 local businesses through a Holiday Square marketplace that will run from Nov. 1 through Jan. 3. The retailer also expanded its assortment for the holidays, stating 40% of its products will be new this year across categories.

Macy’s is not the first big retailer to partner with Disney on exclusive holiday merchandise. Target and Disney teamed up in 2021 to triple the number of shop-in-shops, bringing them to over 160 of the mass merchant’s stores.