Brace yourself because something magical is brewing in the retail world: Target and the Walt Disney Company have officially announced a partnership!
In a press release issued in late August, Target Corporation and the Walt Disney Company announced what they are calling a “creative retail collaboration” that will open mini Disney Stores inside select Target locations.
“We believe the combination of Disney’s unmatched entertainment and storytelling with our omnichannel retail platform will create inspiring and unique experiences for our guests,” said Brian Cornell, chairman and chief executive officer of Target, in the release. “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.”
The stores, dubbed “shop-in-shop locations,” will first launch inside 25 Targets nationwide. The shops will carry official Disney merchandise, some of which was previously only sold at Walt Disney Company properties and affiliate retail stores.
According to Johnson & Wales University retail and marketing professor Kristen Regine, this partnership will give consumers a place to buy the Disney merchandise they might be missing.
“It is [the store’s] intent is to give consumers a place to get Disney merchandise since they are very limited,” she said. “Disney stores are scattered in malls across the United States, Europe, and Japan. With so much emphasis on creating a new visual sensation, consumers will be very excited to see this merchandise now available in a store they shop at regularly.”
The first stores are set to open this October, but you can expect another 40 to open next year. According to a statement by Target, the additional stores are slated to open in October 2020—and both companies are looking forward to the official launch.
“Disney and Target share a common vision to provide our guests and consumers with innovative and unique experiences, and high-quality product,” added Bob Chapek, chairman of Disney Parks, Experiences and Products. “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.”
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