Dozens of permanent Disney shop-in-shops will open at Target stores across the US in a major new partnership between the two companies.
Over the coming year, more than 60 Disney stores will open as a permanent fixtures inside Target stores across the US, including in major cities like Philadelphia, Jacksonville, Chicago, Pasadena and San Jose.
Work is already underway on the first 25 of these locations, with plans to have them open to the public from October, just as merchandise for Disney’s end-of-year blockbusters Frozen 2 and Star Wars: The Rise of Skywalker begins to fully roll out.
Target will operate the Disney-branded zones, which will cover an average of 750 sqft and be strategically located near kids’ clothing and toy departments. Consumers will be able to shop a variety of Disney toys, apparel, gifts, stationery and more from the dedicated areas, including more than 100 products previously exclusive to Disney’s own retail locations.
Brian Cornell, Target’s Chairman and CEO hopes to “create inspiring and unique experiences for our guests” through a “combination of Disney’s unmatched entertainment and storytelling with our omni-channel retail platform”.
“This collaboration reflects the strength of our platforms and assets to create value for guests and growth for both companies beyond the traditional retail model,” he adds.
As such, both companies will push ahead with a rapid expansion of the programme, launching 40 additional in-store Disney areas by October 2020. Target will also open a small-format store at the western entrance of Disney World in Orlando, Florida to capitalise on what they see as a significant overlap between people who shop at Target and also visit Disney’s parks and resorts.
Bob Chapek, Chairman, Disney Parks, Experiences and Products adds: “Our products help fans and families live the magic wherever and whenever they want. 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.”