Disney fans across Birmingham and the Midlands can start counting down, with Disney Store confirming that its new location inside Selfridges Birmingham will officially open on Wednesday 29 July 2026.

The new store will give shoppers from across the region a dedicated destination to explore the worlds of Disney, Pixar, Marvel and Star Wars, offering an immersive retail experience in the heart of Birmingham city centre.

Visitors will be able to browse a carefully curated selection of official merchandise, including apparel, accessories, stationery, plush toys, collectibles and dress-up ranges inspired by some of Disney's most beloved characters and stories. Throughout the opening weekend, guests will also be able to experience the iconic Disney Store Key Ceremony, held daily to mark the launch.

To celebrate the opening, Selfridges is offering an exclusive gift on Saturday 1 and Sunday 2 August. Members of the free Selfridges Unlocked loyalty programme who spend £50 or more will receive a Disney and Pixar Toy Story Lotso plush keyring mystery box, while stocks last.

Shoppers will also be among the first in the Midlands to pick up the returning Selfridges Plush Collection, featuring the exclusive yellow Mickey Mouse and Winnie the Pooh plush toys, which previously sold out following their original release.

Patrick Sager, Global General Manager of Disney Store and Vice President of Retail Marketing, said: "We're thrilled to finally be able to share the opening date for our new Birmingham store at Selfridges Birmingham and begin the countdown to welcoming guests through the doors on 29 July.

"The Disney Store has always been about so much more than shopping. It's a place where families spend time together, favourite stories are brought to life, and every visit has the chance to become a special memory. We can't wait to welcome fans from Birmingham and across the Midlands into the Disney Store, where we hope they'll discover something new, revisit old favourites and leave with smiles that last long after they've headed home."