The Apple computer tycoon Steve Jobs is lending a hand to Walt Disney to sprinkle a little technological stardust onto the entertainment empire's chain of high street stores in an ambitious effort to transform merchandising outlets into miniature theme parks for children.
In an overhaul lasting five years, Disney intends to spend an estimated $1m on each of its 340 stores in the US and Europe. The retail chain sells a huge variety of toys, games, videos and costumes tied to characters ranging from Tinkerbell to High School Musical stars.
The Apple boss, who is a member of Disney's board of directors, has reportedly pushed the company towards a radical re-shaping of the outlets and is sharing some of the techniques that have turned Apple's high-street sites into highly profitable retail landmarks. Jobs has provided access to proprietary information at Apple and Disney intends to use some of the technology company's ideas, such as giving handheld checkout devices to employees and creating an emphasis on interactivity.
Created in 1987, the Disney Stores have been mixed performers for the Californian media conglomerate. Initially a hit among shoppers, the chain at one point expanded to 600 outlets but lost its sparkle and slipped into the red by 2002. Disney sold the business in 2004 to a third-party operator, Children's Place, before buying back a scaled-down version of the chain last year. Disney's consumer products division, which includes the chain, generated revenue of $1.7bn in the nine months to June.
Jim Fielding, president of Disney Stores Worldwide, told the New York Times that it was "time to take risks" and admitted that the stores had, at times, been a poor reflection of Disney's brand.
"Let's face facts," he said. "Some of these stores looked like a dog's breakfast."
The revamp will involve an emphasis on recreational activities rather than simply filling stores with aisles displaying Disney's packaged wares. Children will be encouraged to watch film clips, press buttons to operate displays, chat with animated characters and even take part in karaoke contests. The new look will go on display in May at stores in California, Long Island and Madrid.
Jobs has been on Disney's board since 2006. He joined when Disney bought Pixar, the animated film studio he formerly owned. The 54-year-old entrepreneur, responsible for the popularity of devices such as the iPod, the MacBook and the iPhone, recently returned to work after undergoing a liver transplant.