October 23, 2012, 4:34 PM

Disney’s new e-commerce site delivers gifts with a special message

Purchasers can create video messages that recipients access online.

Lead Photo

Purchasers can create short videos for recipients to view upon receiving a gift.

The redesign of DisneyStore.com includes a bit of online video “magic.” Consumers making purchases on the Walt Disney Co. e-commerce site now can add a brief video message to the recipient.

Consumers who buy a product intended as a gift can create a video, labeled Disney Magical Message, via their webcams that recipients can access upon receipt of the items. Once a purchase is made, Disney sends the recipient an e-mail notifying her of an impending “special delivery.” When the gift arrives, an included card provides a URL and a personal code needed to view the message.

Disney Magical Message is available to desktop and laptop users shopping on the e-commerce site, but not to those shopping on smartphones or tablets. Disney declined to comment on the limited availability.

Other changes to DisneyStore.com, No. 79 in the Internet Retailer Top 500 Guide, include better filter options, the ability to create wish lists and social media sharing capabilities. In addition, some Disney characters are animated and move when the cursor is above them. And the buffering symbol, seen as a rotating circular image on many web sites, has a touch of Disney. It’s now in the shape of the Mickey Mouse ears and head.

“The redesign was intended to provide an immersive and interactive Disney experience, while providing a simplified, streamlined shopping experience for guests,” a Disney spokeswoman says. “We felt it was important to launch the new design prior to the holiday season, to give our guests the best possible shopping experience as they shop for their loved ones this year.”

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