Asda is trialling a new Disney zone at its Milton Keynes superstore.

All Disney and Marvel products, including toys, clothing, DVDs/Blu-Ray, games and home and leisure, will now be grouped in a Disney themed and branded area. The Asda staff manning the areas will also receive dedicated training from Disney.

“We’re excited to be opening the first-ever new Disney formats in the UK,” said Asda’s chief merchandising officer Andrew Moore. “It has been a close collaboration between the two businesses and the resulting concept will be a stand out in retail for us and for our customers.”

Two more Asda stores will roll out the Disney areas in the next few weeks - its Manchester’s Trafford Park store on 8 October and its Cardiff City store on 15 October.

“Initiatives like ‘Disney at Asda’ form an important part of our wider retail strategy,” said Mike Stagg, general manager, retail, The Walt Disney Company UK & Ireland. We are delighted to be working with Asda on this project.”

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