Disney to remake stores
Media firm said to divide retailer into kid-focused, parent-focused outlets.
March 1, 2002: 6:44 a.m. ET
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NEW YORK (CNN/Money) - Walt Disney Co. will split its Disney Store chain into two separate retail concepts, one aimed at children and the other focused towards parents, at cost of about $200 million, according to a published report Friday.
Disney is in the process of reducing its Disney Store chain from more than 500 stores to between 300 and 400 locations, which will be used for the new children's venture, Disney Play, and the parents' store, Disney Kids at Home, the Wall Street Journal reported.
Disney Kids will sell a mix of toy products, focusing on princess costumes, items based on its "Toy Story" movie and stuffed Disney characters, the paper reported.
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Disney Kids at Home will sell domestic items for children, including sheets, furniture, and mirrors. The company also plans to offer electronic items at the parents' store, according to the Journal.
Peter Whitford, president of Disney Stores Worldwide, told the paper the Disney Stores chain was an attempt to create "a department store in 4,000 square feet...that's pretty hard to achieve."
Whitford added that adult items including t-shirts and collectible figurines will move to Disney's online and catalog businesses.
Shares of Disney (DIS: Research, Estimates) fell $1.25 Thursday to $23. 
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