After a rough few years for the Disney Store, it seems like Disney is going all-in on TikTok Shop.The Disney Store once served as the retail arm of The Walt Disney Company, offering merchandise tied to its biggest films and characters. Locations appeared in shopping centers around the world during the 1990s and 2000s, selling everything from plush toys and costumes to collectibles linked to Disney parks and franchises.Credit: Inside the MagicRELATED: World of Disney Store Condemned, “No More Magic”But in recent years, its prominence has waned. Disney has shuttered Disney Store locations worldwide en masse, modernizing the interiors of those that remained (goodbye, gaudy ’90s figurines) and incorporating more in-store operations within Target.From 2017 to 2024, it also rebranded its Disney Store online operations to shopDisney.In the past year, however, some have expressed hope that Disney is reconsidering the Disney Store’s future. Pop-ups within Selfridges stores in the United Kingdom have proven hugely popular, proving that there is very much still a desire for brick-and-mortar Disney locations beyond the theme parks.Credit: DisneyBut if a recent move is anything to go by, Disney is more committed to expanding its online presence – starting with increasing sales on social media.Disney Embraces TikTok Shop To Sell MerchDisney has adopted a unique approach for its latest merch drop.This week, the Disney Store unveiled a collection of plushies and keychains inspired by The Muppets. The lineup includes items inspired by the likes of Kermit the Frog, Miss Piggy, and Gonzo.NEW: Disney Store is launching a brand-new The Muppets collection on April 15, including plush and plush keychains.The plushes are already available through early access on the Disney Store TikTok Shop until April 14.Thanks to @Shishagumi for the heads up! pic.twitter.com/qccdYsVUck— Drew Smith (@DrewDisneyDude) April 10, 2026These are set to hit the Disney Store website on April 15 – however, TikTok users will be able to purchase them even earlier, with the collection live on the Disney Store TikTok Shop until April 14.This follows Disney’s first-ever TikTok Shop drop in November, when it launched the exclusive limited-edition Disney x F1 collection on the short-form video platform.TikTok Shop has soared in popularity in recent years. In 2024, TikTok Shops worldwide generated $33 billion in sales. The platform has quickly become a powerful retail channel, allowing brands to sell merchandise directly through short-form videos and creator content — a model that could offer Disney a new digital storefront.Credit: DisneyThe fact that Disney chose a TikTok-first release for The Muppets has sparked hope with some fans that the company has bigger plans for the franchise after the success of The Muppet Show special starring Sabrina Carpenter earlier this year.MUPPET NEWSFLASH: This is Disney’s FIRST ever TikTok pre-release drop and it’s with the Muppets.Disney has enough faith in the characters to have them launch a new strategy of selling merchandise early on one of the world’s biggest apps.We’re in a new era, Muppet fans.MUPPET NEWSFLASH: This is Disney's FIRST ever TikTok pre-release drop and it's with the Muppets. Disney has enough faith in the characters to have them launch a new strategy of selling merchandise early on one of the world's biggest apps. We're in a new era, Muppet fans. https://t.co/E87wyY2TyM pic.twitter.com/dyj7V0uCnK— Shishagumi (@Shishagumi) April 10, 2026For Disney, the drop is also indicative of a broader shift in how entertainment companies sell merchandise. Social platforms increasingly double as retail marketplaces, allowing brands to reach younger audiences where they already spend time. TikTok Shop also enables impulse purchases driven by viral videos, creator partnerships, and limited-time drops.That could signal a new direction for the Disney Store brand. Instead of relying on traditional mall locations, Disney may lean further into digital-first retail — using TikTok Shop to create hype around exclusive merchandise launches while maintaining a smaller number of physical store experiences.Would you buy Disney merch on TikTok Shop?The post Disney Abandons the Disney Store, Starts Selling Merch on TikTok appeared first on Inside the Magic.