The “happiest store” on earth has landed at SM North EDSA, The Block, as Disney Store opened its second branch in the Philippines to the delight of fans, young and old.
International Toy World Inc. (ITWI), which brought Disney Store by SM to the country, welcomed guests on Sept. 6 at the new Level 3 location. The expansion comes a year after the Disney Store made its Southeast Asian debut in September 2024 at SM Mall of Asia in Pasay City.
Inside, shelves are lined with collections from Disney, Pixar, Marvel, and Star Wars, offering plush toys, figurines, costumes, apparel, homeware, and collectibles. Fans can also snap up exclusives from Disney Store Japan, including the pocket-sized Urupocha-chan, the Cherry Blossom collection, and Disney Parks favorites such as ear headbands and the latest Wishables.
Collectors were spoiled for choice with dolls from the Animators’ collection, Disney Traditions figurines, and Disney Funko Pops. Blind boxes and collectible sets featuring Toy Story, Disney Princesses, and Marvel characters also drew attention from visitors eager to expand their stash.
Young fashion fans headed straight for racks of princess gowns and character suits just in time for Halloween. Everyday clothing lines such as t-shirts, jackets, cardigans, sweatpants and sweaters were also available. Some designs come in adult sizes, although attendants advise checking item by item.
The SM North EDSA branch adds an immersive twist to shopping with digital screens, themed photo spots, and character installations. Stitch, Rapunzel and Iron Man are featured for the first time in the Philippines. Purchases can also be delivered directly by contacting Disney Store by SM at 0917-166-3968.
Rose Marie M. Dylim, ITWI president, said the overwhelming response to the Mall of Asia branch spurred the expansion.
“We are incredibly delighted to open our second Disney Store by SM in the Philippines at SM North EDSA,” she said.
Sara Grewal, Disney Retail Asia-Pacific vice president, added: “Local fans of all ages can enjoy more of the stories they love from Disney, Pixar, Marvel, and Star Wars, closer to home.”
The opening spilled into The Block atrium, where a marching band played Disney favorites before Minnie and Mickey Mouse greeted the crowd. Celebrities were among those in attendance, including Winwyn Marquez with her partner Rayn and their daughter Luna, Nadine Samonte with her daughter, and Dennis Trillo with his wife Jennylyn Mercado and their two children.
