Walt Disney Co. last week declared that its new model of interactive retail stores is a success, and plans to open and convert at least 25 more shops before the end of the year.

The Mouse House began to roll out the models in the summer, and Disney announced last week that it will open 21 and remodel four stores with the new format and interactive displays. The company began testing the concept with a Montebello store in June. There are currently 19 stores with the new features, including one at Santa Monica Place.

Older Disney stores offer a traditional retail experience – merchandise for sale – and little in the way of entertainment or activity.

Paul Gainer, vice president and general manager of Disney Stores North America, said the store layout is meant to let customers create their own shopping experience.

“We’re really focused on storytelling,” he said. “The new store format lets a child come in and customize their shopping experience based on their favorite characters.”

A blue path, called the Pixie Dust Trail, marks the floor to show customers the path they should follow as they explore the store. Each store has a princess castle, a theater area where customers can select short videos to watch and a toy-making section based on characters from the movie “Cars.”

Since Disney of Burbank began opening its interactive stores, the company has seen an increase in the amount of time customers spend there, Gainer said.

“The dwell time has increase by a double-digit percentage,” he said.

He credits this increase not only to the interactive features, but the way the merchandise is displayed.

The first Disney store opened in Glendale in 1987, and the chain grew to more than 300 stores in North America. More than 100 locations were closed in 2008; the company now has 220. Worldwide, it has 350 stores.

For the rest of this year, the company will remodel four stores, one of them at the Westfield Culver City retail center. Disney will also add 11 stores in North America and 10 in Europe.

Gainer said the company has started renovations on its premier locations, first, such as a downtown San Francisco storefront and a Times Square shop. Plans call for the remodeling of all of its stores in the next five years. It takes about three months for a store to undergo the renovation.