THE fairytale is over for Cheltenham's Disney Store as it is set to close on January 8.
Up to 15 posts could be at risk at the Beechwood Arcade shop.
Unsold stock will be sent to Bristol.
No one from the store was able to comment and the Disney Store's head office was yesterday closed.
Mum Kate Stevens, of Leckhampton, said it was a shame the store was closing.
She said: "There are not many children's toy shops in the town, so I will be sad to see it go. I know my son likes going in there and it is a bit of an adventure for children.
"But it has always been quite expensive so I can see why it might be struggling."
The Cheltenham closure comes after the international children's toy chain shut in Bath and will stop trading in its Hull branch in March.
Jewellers Silver Mine, opposite the store, also had a sign out yesterday saying it would close in the New Year.
It will, however, reopen after a three-day renovation.