M&S tests Disney-themed zones

Marks & Spencer is rolling out exclusive Disney-branded areas in its stores as it aims for a magical Christmas.

It is thought to be the first time the retailer has devoted branded space to another business in this way.

The retailer has also unveiled the new spring/summer range that will comprise its core womenswear collection.

M&S is selling an array of Disney products - including toys, books, music and clothing from the Disney Princess range - in areas featuring the famous 'Disney Castle' on signage.

The areas will be installed in nearly 190 M&S stores by the end of this month.

M&S Home marketing manager Maggi Willis said: 'Our customers will keep coming back to a brand like Disney Princess. We have high hopes for success.'

Disney Consumer Products UK trade marketing manager Jo Cleave said: 'It is a really good platform. If it proves a success we could increase the range.'

Speaking about the new womenswear collection, M&S creative director for clothing Yasmin Yusuf said it would drive the core collection's 'fashionability and newness'. The majority of the range would remain accessible to all customers, she said.

Yusuf said M&S will increase the frequency with which fashionable items are injected into ranges to enhance the appeal of the offer. M&S is driving into the spring season with an Art Deco look.