Photo Credit: Target
Disney will launch “shop-in-shop” stores within 25 Target locations across the U.S. on Oct. 4,with 40 additional locations opening by October 2020. The stores will take up an average of 750 square feet and will be strategically located adjacent to kids clothing and toys. Target also will launch an online Disney page at Target.com/Disneystore and will position the Disney merchandise together with Target’s kids apparel and toys on its web site.
The shops will feature an enhanced Disney assortment of 450+ items, including more than 100 products that were previously only available at Disney retail locations.The offerings include a variety of merchandise from Disney, Pixar, Marvel and Star Wars, including collectibles. Target is timing the October opening for when Disney’s Frozen 2 and Star Wars: The Rise of Skywalker lines hit store shelves.
“Disney is undeniably the most desired license brand available,” said Shikha Jain, Senior Director at Simon-Kucher & Partners, in a RetailWire discussion. “It has something for almost everyone. Target is more likely to benefit since the incremental revenues for them from Disney are likely to be more than the other way around. Target will likely see higher-than-average basket sizes for shoppers, but I am unsure whether having Disney will drive traffic. Essentially, the move will help increase in-store purchases for existing shoppers.”
The stores also will include music, interactive displays, photo opportunities and a seating area where families can relax and watch Disney movie clips and Disney theme park event promotions.
Both companies share “a strong guest overlap with a focus on families,” according to a joint statement.
“Our products help fans and families live the magic wherever and whenever they want,” said Brian Cornell, Chairman and CEO of Target in a statement. “And we know the way consumers shop for those products is changing — so we’re making the magic easier to access than ever before through this collaboration that will bring Disney store magic to Target stores.”
Target’s expanded partnership with Disney brings yet another major national brand presence within its stores, which have become a significant asset for the retailer in an era where many merchants are struggling to figure out what to do with their retail space. As many as 500 Target stores already have been remodeled as part of the retailer’s goal to remodel 1,000 stores by the end of 2020. CVS, which acquired Target’s pharmacy business back in 2015, is another national brand helping power the Target store experience by operating pharmacies and MinuteClinics within Target stores.
As part of the partnership, a new Target store will open at Flamingo Crossings Town Center at the western entrance of the Walt Disney World Resort in 2021.