Disney Store Concession Opens In Selfridge's Birmingham Bullring: Is It Worth A Visit?

I drove for hours to visit the newly opened permanent Disney Store concession in Birmingham’s Selfridge’s Store today, following yesterday’s opening. With a range of Disney merch on display from pins and clothes, to Loungefly’s and soft toys the Disney Store area is a welcome addition, but it lacks the magic of the Disney Store as it was.

Disney Store Concession In Birmingham: The Details

Disney Store has opened a permanent concession in the Selfridge’s Birmingham store; here’s the details you need if you’re planning a visit:

What’s In Stock?

There’s a range of items in stock including the Selfridge’s exclusive yellow Winnie The Pooh soft toys. The viral park tote bag was also in store for £25, but it was only the smaller version. Not to mention mugs, pins, a Cinderella spirit jersey, and a Stitch plush that’s also a bag.

What’s The Disney Store Concession Like?

The Disney Store concession occupies a space along the back wall, with a blue floor, and Disney Store signage. There’s a prominent carousel display that is a bright eye-catching yellow, filled with mid-sized yellow Winnie the Pooh and friends soft toys, which is a nice nod to both 100 years of Winnie the Pooh and the Selfridges partnership. There’s a statue of Mickey from Fantasia, and most importantly there’s a good range of stock including items that you could buy online at the Disney Store.

It’s not huge, and not as big as the Jelly Cat concession that’s got more prominent and engaging theming than the Disney Store, but it’s decent. There’s plenty of stock, a changing room, and mirror. Staff on the ground said they were expecting more clothes, as that is where they are a little light currently.

Selfridge’s had marked the opening by adding some glittery Mickey Mouse Ears to the iconic Birmingham Bull Ring Bull at the front of the store on the bottom level.

Is It Worth The Visit?

Yes, I’d say it’s worth the visit. I drove for over two hours to get to Birmingham today, and while the shop lacks the nostalgic magic of 90’s UK Disney Stores’ it still feels like a Disney Store. Plus this concession had a range of stock and a team of staff that knew what they were talking about and seemed as delighted as I was that it was open.

Seeing a Fantasia Mickey Mouse out on the floor was also a moment. I was there in the evening, just before closing, and there was a steady stream of people taking pictures with Mickey, showing just how much of a welcome addition the shop is. Mickey is about the same size as the Cinderella statue that used be in many of the Disney Stores; so perfect for snapping a picture.

From a shopping perspective, you’ll find more than just park merch, and there’s the chance of an impulse buy, because it feels novel to see the Disney Store merch out on display to buy again. For anyone living outside of the M25 corridor this is going to be the best Disney Store option on offer right now. I would drive to it again, but as part of a wider shopping experience in the Bullring area, or if I was passing I’d divert. It’s not worth driving to just to go on the off chance they have what you want as they don’t carry as much stock as you’ll find online.

For anyone considering visiting Birmingham’s Selfridges from further afield, or as a diversion, Birmingham Moor Street Station is opposite and car parking is easy enough to get to with parking costing £3.50 for an hour. You won’t need an hour for a good look in the Disney Store concession, but to explore the Bullring you’ll probably want longer than an hour.

While these weren’t priced at the time I was in the shop, there were also a few cakes in the cabinet that were Disney themed. Some cakes did look a bit like they had passed their best, but if these are a daily addition, it would be worth checking out the chiller cabinet earlier in the day for a Disney themed cake. I know these are available in London’s Selfridge’s, but there are no cakes like this outside of the parks so I was excited to see them:

What Other Disney Merch Is In The Bullring?

The Bullring has more Disney merch on offer in the shops in and around the area making this a place worth visiting if you fancy a shopping trip for some Disney merch. Here’s what we found:

• Miniso: a great range of Grogu and Toy Story 5 merch, as well as plenty of stitch items. There was a plush Rex that is also a backpack that could cause some impulse buys.

• Primark just outside the Bullring shopping centre

• Next: the Disney range of next clothes is in store

• The Entertainer had Disney toys.

• Zara and H&M for Disney themed clothes.

Magic in A Minute

Disney Stores has opened a concession store in Selfridges in the Bullring Birmingham; the store opened on 29th July and offers a range of merchandise you can find online and in the parks. With soft toys, clothes, pin, mugs and bags, the store has a Fantasia Mickey that is drawing attention. It’s worth a visit for Disney fans looking to pick up a few items.