Nice store, friendly staff. They have at least 3 different activity centers for kids - the magic mirrors, the tunnel and a colouring station.
As a tribute to Disney's awesome marketing machine, this store is über expensive. They do have regular sales and little trinkets on clearance but for the most part, the high-demand items (currently anything Frozen related) stay full price.
I occasionally bring my kids here just to play. It's a fun way to spend 15 minutes or so and see if there's any good sales.