NYC's Times Square Disney Store Is Transforming for the Holidays — and We Have a First Look

It's the most wonderful time of the year and the iconic Disney Store Times Square has once again transformed into a wintery wonderland. The "ultimate holiday toy destination," located at 1540 Broadway, has officially rung in the holiday season with merry decor, new retail experiences, and in-store activities.

The transformation includes the installation of oversized ornaments, festive decor, twinkling wreaths, and themed trees throughout its multi-levels creating an "immersive holiday atmosphere."

In addition to the festive overlay, the retail shop will be hosting a number of in-store holiday offerings. For the first time, the Disney Store Times Square will feature a dedicated toy shop with exclusive products and a photo-worthy plush wall.

When it comes to finding the perfect toy, visitors can choose from fan-favorite franchises, including Pixar, Marvel, and Star Wars, as well as beloved classic Disney characters, like Mickey Mouse, Minnie Mouse, and more. "Guests are invited to discover film-inspired collections celebrating playful moments that evoke feelings of joy," Disney shared with Travel + Leisure in a press release.

In-store activations also await to spread holiday cheer, including welcome ceremonies that will take place each Friday, Saturday, and Sunday throughout the season. Toy demonstrations are also planned.

The Disney Store Times Square will host a toy drive, a fitting way to embrace the reason for the season. The Disney Ultimate Toy Drive , in support of the Marine Toys For Tots Program, will celebrate its over 70-year partnership in bringing toys to millions of children during the holiday season. Guests can donate new and unwrapped toys in store now through Dec. 13., with the drive continuing online through Dec. 24.

The Manhattan store is known for its large collection of exclusive Big Apple-themed Disney merchandise, including a signature "Lady Liberty" Minnie Mouse, and visitors will find even more New York-themed merchandise. Those looking forward to the upcoming release of Walt Disney Animation Studios' Moana 2, will discover must-have toys from a new film-inspired collection featuring the beloved heroine, Hei Hei, and more.

Disney Store Times Square is the largest of its kind in North America. The 20,000-square-foot space is situated in the heart of Times Square where more than 250,000 tourists and locals alike pass by it daily. Its highlights include a 20-foot-tall Disney Parks-style castle and an interactive "talking" Magic Mirror.