ORLANDO, Fla. -

The Disney Store is launching its "Black Friday" specials, which, for the first-time ever, begin on the Monday before Thanksgiving.

Disney Store officials have unveiled plans to highlight new sale items on its website every day starting Monday, Nov. 19, leading up to Black Friday.

The deals will be posted on the company's "Magical Friday" website.   Additional deals will also be launched in stores and online on Black Friday, throughout Thanksgiving weekend and on "Cyber Monday," the company said.

The Disney Store said more than 150 of its retail stores will have extended hours on Black Friday this year, with some opening at midnight Thursday.

Disney Store officials have said they also plan to allow users to create custom video messages to send with purchases from its store and will provide customers with "Fairy Godmother" help via Twitter on Black Friday to help shoppers choose gifts.