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Saks Fifth Avenue, which caters to adults seeking luxury merchandise, is lightening up the image for holiday by collaborating with Disney to make the store more family-friendly, WWD has learned.

Starting in November, Saks will be part of the swirl surrounding the 80th birthday of Disney’s animated film “Snow White and the Seven Dwarfs” by collaborating with designers on exclusive merchandise related to the movie. Saks’ Snow White and Seven Dwarfs collection will include fashion, accessories and gifts, primarily for women and children, and will be sold at all 41 Saks stores in the U.S. and Canada and on saks.com.

The holiday windows at Saks’ Manhattan flagship (on the Fifth Avenue and 49th and 50th Streets sides of the store) will be devoted to Snow White and the Seven Dwarfs. Saks flagships in Chicago, Los Angeles and Toronto will also devote windows to the movie and the merchandise.

“The lines between entertainment and retailing are blurring,” said Marc Metrick, president of Saks Fifth Avenue. “We knew that for holiday we wanted to do something exciting, so who better from an entertainment perspective than Disney? This is going to be a lot of fun.”

Retail collaborations with Disney and its character merchandise have been pervasive, from HSNi and J.C. Penney to Jimmy Choo and Barneys New York, among other stores and brands. And “Snow White and the Seven Dwarfs” merchandise later this year will be widespread in malls, different stores and web sites for fall and holiday, though the merchandise at Saks will be exclusive, with a lot of it created by “premier” designers. Metrick said it was too soon to indicate the designers participating.

Also, Saks will offer Disney-themed breakfasts at Café SFA on the eighth floor of the  Manhattan flagship. Café SFA doesn’t normally serve breakfast. There will be one seating a day on 17 dates from Nov. 25 to Dec. 31. Snow White, Prince Charming and Dopey will make appearances during the breakfast seating on each day. Tickets can be purchased at http://www.saks.com/disney.

Metrick said the “Snow White and the Seven Dwarfs” movie “means a great deal to American culture. It’s important we recognize it.”

It’s also important for Saks to evolve, with business currently challenging. “We don’t want to come across as being too serious,” Metrick said. “Absolutely we want to attract families and all types of consumers.”

“Saks Fifth Avenue is an amazing storyteller in its own right through their windows,” said Josh Silverman, Disney’s executive vice president of global licensing. He noted that in 2015, Disney partnered with Saks to get designers to reimagine Cinderella’s glass slippers, in conjunction with the release of the live-action Cinderella film.

He said Saks will have unique “Snow White and the Seven Dwarfs” product via a “nice broad offering of its own across multiple categories.”

Silverman said “Snow White and the Seven Dwarfs” was the first full-length animated feature created.

“The amazing stories and characters we have at Disney are truly universal and multigenerational,” said Silverman. “People have a real affinity and love for these characters. It allows us to develop great partnerships. You see a lot of it. Saks Fifth Avenue is another example.”

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