TL;DR: Disney Store is opening a permanent location inside Selfridges Birmingham (Bullring) in mid-July 2026. It will stock apparel, accessories, stationery, plush, collectibles, and roleplay items across Disney, Pixar, Marvel, and Star Wars ranges. Fitting rooms are included too. This is a permanent concession, not a pop-up. It marks Disney’s return to Birmingham retail after the standalone Bullring store closed in 2021.
If you’ve been following the Disney Store’s journey in Birmingham, you’ll know it’s been quite the rollercoaster! The original standalone store in the Bullring closed in 2021. Since then, Disney fans have had to make do with seasonal pop-ups and online shopping. But that’s all about to change in a very exciting way.
Disney has officially announced that a permanent Disney Store concession is coming to Selfridges Birmingham, with a planned launch in mid-July 2026. You can read the full announcement on the Disney UK press site.
This isn’t a temporary seasonal shop or a limited-time experience. It’s a proper, lasting Disney retail destination right in the heart of the city, and we think it’s absolutely brilliant news for families across the Midlands!
The new Birmingham location builds on Disney’s growing partnership with Selfridges, which already includes a Disney Store presence in Selfridges London. It also joins a new Selfridges Manchester Trafford location, set to open at the same time. Together, these two new stores signal a clear shift in how Disney is approaching its UK high street presence, moving away from standalone shops and towards premium department store concessions.
A Brief History: Disney in Birmingham
To understand why this opening is such a big deal, it helps to look back at what Birmingham lost when the original Disney Store closed.
For years, the standalone Disney Store in the Bullring was a genuine destination for families. A place where kids could press their noses against the window, where birthday treat shopping felt genuinely special, and where you could browse official Disney merchandise in a dedicated, immersive environment. When it closed in 2021, it left a noticeable gap in the city’s family retail scene.
The Pop-Up Era
Disney didn’t abandon Birmingham entirely. From late 2025, Selfridges Birmingham hosted a series of seasonal pop-ups that gave fans a taste of what a permanent presence could look like. The November 2025 pop-up, which opened on 6th November, drew queues before the doors even opened and sold exclusive Selfridges x Disney collections, including a much-talked-about yellow Winnie the Pooh range, limited edition pins, and Skinnydip London Disney collaborations.
Those pop-ups proved two things: the demand in Birmingham is enormous, and the Selfridges partnership works brilliantly. The permanent store is the natural next step.
What changed? Disney’s UK retail strategy has evolved significantly. Rather than maintaining costly standalone stores across every major city, the brand is concentrating on high-footfall, premium department store locations. Selfridges, with its affluent shopper base and strong family footfall, is the ideal fit.
What to Expect from the New Disney Store Selfridges Birmingham
Disney has confirmed the key details of what the new permanent concession will offer. Here’s everything we know so far.
Opening Date
The store is planned to launch in mid-July 2026. Disney has said that further details surrounding the official opening date, any launch activity, and guest experiences will be announced in the near future, so it’s worth keeping an eye on the official Disney Store website for updates as we get closer to summer.
Location
The new Disney Store will be inside Selfridges Birmingham, located in the Bullring shopping centre in the city centre. Based on the pop-up experience that ran through late 2025 and into early 2026, the Disney section is on the ground floor, making it easy to find as soon as you walk in.
What Will Be on Sale?
Disney has confirmed the permanent store will stock a curated selection across multiple product categories. Based on the official announcement, shoppers can expect:
| Product Category | What to Look For |
|---|---|
| Apparel | Disney, Pixar, Marvel and Star Wars clothing for kids and adults |
| Accessories | Bags, headbands, ears, keyrings and more |
| Stationery | Notebooks, pens, and character-themed stationery sets |
| Plush | Limited soft toys across classic and new characters |
| Collectibles | Pins, figurines, and limited edition items |
| Roleplay | Costumes and roleplay-inspired collections |
The store will also include fitting rooms, which is a meaningful upgrade from the pop-up format and makes it much more practical for families shopping for clothing.
Selfridges x Disney Exclusives
One of the most exciting aspects of the Selfridges partnership is the potential for exclusive product ranges. The pop-ups that ran in Birmingham through 2025 and early 2026 featured Selfridges-exclusive collections, including the iconic yellow Winnie the Pooh plush range and exclusive Mickey Mouse ear headbands. It’s reasonable to expect the permanent store to continue offering these kinds of exclusive collaborations.
Key insight: The Selfridges partnership gives Disney access to a higher-spend shopper and allows for premium, exclusive product drops that wouldn’t be possible in a standard retail environment. For collectors and Disney enthusiasts, that’s a genuinely compelling reason to visit in person rather than shopping online.
Why This Matters for Midlands Families
For families in Birmingham and across the wider Midlands, this opening is genuinely significant. Here’s why.
It’s Permanent, Not a Pop-Up
This distinction matters more than it might seem. Pop-ups create excitement but also uncertainty. Parents who’ve dragged excited kids to a seasonal Disney shop only to find it’s already packed down for the year will know the frustration. A permanent concession means you can plan a visit whenever it suits you, whether that’s a birthday treat in March, a rainy day activity in October, or a pre-holiday Disney ears shopping mission in July.
It Fills a Real Gap in Birmingham’s Family Retail Scene
Birmingham is one of the UK’s largest cities and a major family destination. The Bullring and Grand Central together attract millions of shoppers each year. Having a permanent Disney Store in that mix adds a dedicated family-focused retail experience that the city has genuinely been missing since 2021.
For families visiting Birmingham for a day out, the store adds a natural stop to the itinerary. You could combine a visit with a trip to nearby attractions like SEA LIFE Birmingham at Brindley Place, LEGOLAND Discovery Centre Birmingham also in the city centre, or Cadbury World just a short journey away in Bournville, making a full day of it!
It’s Part of a Bigger Disney UK Expansion
The Birmingham opening isn’t happening in isolation. It’s part of a wider push by Disney to grow its permanent UK retail footprint through the Selfridges partnership, which already includes the Selfridges London location and now extends to Manchester Trafford Centre. And if the store sparks a bigger Disney adventure for your family, don’t forget you can book Disneyland Paris tickets through us too! This suggests Disney is committed to the UK high street for the long term, which is reassuring for fans who remember the wave of closures in the early 2020s.
The bigger picture: Disney’s shift to premium department store concessions is a smart strategic move. It reduces the overhead of standalone stores while placing Disney merchandise in front of exactly the right shoppers, families already in a spending mindset, in a premium retail environment.
Planning Your Visit: Tips for Families
Once the store opens in mid-July, here are a few things to keep in mind before you go.
Getting There
Selfridges Birmingham is located in the Bullring shopping centre, right in Birmingham city centre. It’s easily accessible by:
- Train: Birmingham New Street station is a short walk from the Bullring
- Bus: Multiple bus routes serve the city centre
- Car: Several NCP car parks are located nearby in the Bullring complex
- Tram: The West Midlands Metro stops at Grand Central, adjacent to the Bullring
Best Times to Visit
The store is launching in mid-July, which coincides with the school summer holidays. Expect it to be busy, particularly on weekends and during the first few weeks after opening. If you can visit on a weekday morning, you’ll likely have a much more relaxed experience, especially if you’re shopping with little ones.
Make a Day of It in Birmingham
A trip to the Disney Store pairs brilliantly with everything else Birmingham city centre has to offer families. While you’re in the area, why not explore more of what the city has to offer? There’s a huge range of things to do in Birmingham for all ages, from indoor climbing and crazy golf to museums and family dining.
Keep an Eye on Official Announcements
Disney has confirmed that further details about the official opening date, launch events, and guest experiences will be shared closer to the time. Follow the Disney Store UK and Selfridges social channels for the latest news, as there may well be opening day events or exclusive early releases worth planning around!
The Verdict
The Disney Store returning to Birmingham as a permanent Selfridges concession is fantastic news for families across the Midlands. After years of pop-ups and online-only shopping, a proper, year-round Disney retail destination is exactly what the city has been waiting for.
The mid-July 2026 launch lands perfectly in the summer holidays, and with fitting rooms, a full product range spanning Disney, Pixar, Marvel, and Star Wars, and the exciting possibility of Selfridges-exclusive collections, this is shaping up to be a brilliant addition to Birmingham’s family day out scene.
We’ll be updating this article as more details are confirmed, so bookmark it and check back before you plan your visit!