Mini Disney Shops to Launch in Select Target Stores Nationwide
Target has long been a destination for shoppers looking to buy Disney-branded merchandise, and now the retailer is kicking it up a notch. Beginning on Oct. 4, just ahead of the holiday season, 25 “mini” Disney shops will be popping up inside Target stores in cities like Philadelphia, Denver, and Chicago. By the same time next year, the two companies hope to add an additional 40 locations to that number.
The “store-in-stores” will be roughly 750 square feet and located near Target’s kids clothes and toy departments. More than 450 items will be available, with more than 100 products that were once Disney retail exclusives. The shops will include merchandise from Disney Princesses, Star Wars, Marvel, Disney Junior characters, Classic Disney plush, apparel, home and holiday products, and collectibles like the Disney Animators’ Collection. While shopping for their favorite characters, guests can also enjoy music, fun décor, photo ops, interactive displays, and a seating area to to watch various Disney movie clips.
“This gives us the opportunity to expand our footprint well beyond [malls],” said Bob Chapek, chairman of Disney Parks, Experiences and Products, during a call with reporters. “The experiential retail coming to Target is just what today’s consumer is looking for.”
To coincide with the in-store launch, Target has also devised all-new digital experience at Target.com/Disneystore. Prices will range from $2-$200, but many items will remain under $20. Target REDcard holders can also apply their 5 percent discount savings to Disney Store purchases, and select from same-day pickup, same-day delivery, and free two-day shipping options.
“Disney is among our largest and most admired [brand] relationships,” Target CEO Brian Cornell said on a call with members of the media. “We have spent a lot of time thinking about how to grow.”
During the announcement at the D23 Expo in Anaheim, Calif, Chapek and Cornell also said they would soon be breaking ground on a new Target store near the Walt Disney World Resort in Orlando. The store will offer vacationing families a little extra convenience during their trip, though it is unclear whether this Target location will feature the Disney “store-in-store.”