DisneyStore.com Becomes Disneydirect.com

The Walt Disney Co. relaunched its online shopping portal as Disneydirect.com, making a transition from an online store to a destination to buy products directly from the brand marketer.

The Burbank, CA-based media and entertainment giant’s previous primary e-commerce channel was called DisneyStore.com.

Disney toys, collectibles, apparel and home items, including memorabilia from Disney/Pixar’s upcoming movie, “The Incredibles,” will sell on the site at www.disneydirect.com.

Several Disney units will promote the new Disneydirect.com identity. A major advertising effort coincided with Disney’s November catalog that was sent to about 5 million households.

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