A quiet shift is underway in the way Disney sells its merchandise.
For decades, the Disney Store was synonymous with malls. Plush toys, princess dresses, and character collectibles filled brightly lit locations around the world, turning the retail arm of The Walt Disney Company into an extension of its theme parks and films.
But the retail landscape has changed dramatically in recent years. Shopping centers have struggled, consumer habits have shifted online, and Disney has gradually rethought how — and where — it sells merchandise tied to its biggest franchises.
The latest move suggests the company may now be looking toward social media.
For longtime fans, the Disney Store once felt like a miniature theme park experience inside the mall. Stores across North America, Europe, and Asia carried merchandise tied to blockbuster films, Disney parks, and classic characters.
In the 1990s and early 2000s, those stores were everywhere. Children browsed aisles of plush toys and costumes while collectors hunted for limited-edition figurines tied to films and anniversaries.
But in recent years, Disney has shuttered Disney Store locations worldwide en masse. Many remaining locations have been redesigned with more minimalist interiors — replacing the elaborate themed displays that once defined the brand.
Disney also shifted its online retail strategy.
From 2017 to 2024, the company rebranded its online storefront as shopDisney, consolidating digital merchandise sales under a single platform that connected Disney parks merchandise, film tie-ins, and seasonal product drops.
Disney’s Retail Strategy Moves Toward Social Media
Even as physical stores declined, Disney has continued experimenting with new ways to sell merchandise online.
In the past year, however, there have been hints that the Disney Store brand could still have a future in physical retail. Pop-up locations inside Selfridges stores in the United Kingdom proved extremely popular with shoppers.
Those pop-ups demonstrated something Disney executives already understood — fans still want in-person Disney retail experiences.
Yet Disney’s newest move suggests the company is also doubling down on digital storefronts.
But if a recent move is anything to go by, Disney is more committed to expanding its online presence — starting with increasing sales on social media.
Disney Embraces TikTok Shop To Sell Merch
Disney has adopted a unique approach for its latest merch drop.
This week, the Disney Store unveiled a collection of plushies and keychains inspired by The Muppets. The lineup includes items inspired by the likes of Kermit the Frog, Miss Piggy, and Gonzo.
NEW: Disney Store is launching a brand-new The Muppets collection on April 15, including plush and plush keychains.
The plushes are already available through early access on the Disney Store TikTok Shop until April 14.
Thanks to @Shishagumi for the heads up! pic.twitter.com/qccdYsVUck
— Drew Smith (@DrewDisneyDude) April 10, 2026
These are set to hit the Disney Store website on April 15 — however, TikTok users will be able to purchase them even earlier, with the collection live on the Disney Store TikTok Shop until April 14.
The decision marks a notable retail experiment for the company.
A TikTok-First Launch Signals a Changing Disney Store
This follows Disney's first-ever TikTok Shop drop in November, when it launched the exclusive limited-edition Disney x F1 collection on the short-form video platform.
TikTok Shop has soared in popularity in recent years.
In 2024, TikTok Shops worldwide generated $33 billion in sales. The platform has quickly become a powerful retail channel, allowing brands to sell merchandise directly through short-form videos and creator content — a model that could offer Disney a new digital storefront.
The company’s decision to debut The Muppets merchandise through TikTok has drawn particular attention from fans of the franchise.
The fact that Disney chose a TikTok-first release for The Muppets has sparked hope with some fans that the company has bigger plans for the franchise after the success of The Muppet Show special starring Sabrina Carpenter earlier this year.
For Disney, the move also reflects a broader industry shift.
Social media platforms increasingly double as retail marketplaces, allowing brands to sell merchandise directly through viral videos, influencer campaigns, and limited-time drops designed to generate online buzz.
TikTok Shop in particular has become a major channel for impulse purchases driven by short-form video trends.
Entertainment companies are taking notice.
Studios and brands increasingly launch merchandise collections tied to social media moments, allowing fans to buy products immediately after seeing them promoted in viral clips.
That model could prove especially appealing for a company like Disney, which already thrives on fandom culture and collectible merchandise.
The strategy may also signal a new direction for the Disney Store itself.
Rather than rebuilding a massive network of mall locations, Disney could lean further into digital-first retail — using platforms like TikTok Shop to generate hype around limited releases while maintaining a smaller number of curated physical experiences.
For a company built on storytelling and characters, the next Disney Store may exist less in shopping malls and more inside the endless scroll of social media.
Would you buy Disney merch on TikTok Shop?
