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Disney is making a return to brick-and-mortar retail with plans to launch new pop-up stores in New Jersey and Pennsylvania.

As part of a collaboration with Go! Retail Group, the iconic company plans to open temporary spots that bring Disney storytelling to life with engaging, in-person shopping experiences.

After making its scheduled debut next month at Ross Park Mall in Pittsburgh, the concept’s second outpost will open this fall at Westfield Garden State Plaza in New Jersey.

A Disney spokesperson told NJBIZ the stores will remain open through the holiday season.

As “an immersive Disney experience,” the shops aim to blend “authentic merchandise and unforgettable experiences,” the company said.

“The stores will offer shoppers new takes on beloved story moments, special merchandise and in-person opportunities,” according to Disney.

Curated product offerings will include apparel, accessories, plush, toys, collectibles and pins that can be found only through Disney Store. The merchandise includes items from Disney Parks, stories, franchises and characters, the company said.

Pop-up pros

According to Disney, Go! Retail Group will operate and staff Disney Store Limited Time locations.

Based in Austin, Texas, the family-owned company is known for developing pop-up and seasonal retail space. Its other concepts include Toys R Us, Babies R Us and Calendars.com.

Go! Retail Group’s website says additional Disney Store Limited Time sites are in the works but did not say where.

For Disney, the move marks a return to physical retail in a more flexible format.

Between 2021 and 2022, the company shuttered most standalone stores to focus on e-commerce and shop-in-shop concepts within Target, Disney Diary reported. The Disney Store at Westfield Garden State Plaza in Paramus was among the sites that closed, the website noted.