shopDisney will reportedly be ditching its current branding and going back to the original Disney Store name later this month.

shopDisney to Rebrand Back to Disney Store

According to Laughing Place, shopDisney will make the change official this month, once again donning the “Disney Store” moniker. As a result of the change, the retailer’s main URL will change to “DisneyStore.com” rather than shopDisney.com.

The switch will allegedly occur on February 14, 2024, Valentine’s Day, after a brief, scheduled downtime for the website.

This reported change also comes one week after the online Disney retailer announced that 150 Cast Members would be laid off from The Walt Disney Company effective March 24, 2024. These Cast Members not only supported the online retailer but also Disney Parks Merchandise Guest Services and D23 Guest Services.

This effectively reverses the branding change made in September 2017, in which Disney Store became known as shopDisney, and retail Disney stores were renovated to display a more modern look. Eventually, most Disney Store locations in North America shuttered in 2021, including the original store in Glendale, California. That same year, Target announced they would add their Disney Store “shop-in-shop” areas to 160 more U.S. locations following its original 2019 reveal. Currently, there are only 21 Disney Stores left in North America.

Disney has yet to confirm this change publicly.

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