Target, Disney join forces to open shops
Target is hoping to bring the magic of such characters as Mickey Mouse and Elsa to its own customers by opening permanent Disney shops at a cluster of stores starting this fall.
As part of the collaboration with The Walt Disney Co., the Minneapolis-based discounter says it will open 25 Disney-branded stores starting Oct. 4, with 40 additional locations opening by October 2020.
Target also launched a Disney-focused online experience on its site Sunday. And it’s planning a new store near the entrance of the Walt Disney World Resort in 2021.
“This is a great fit for our brand and theirs,” Brian Cornell, Target’s CEO told reporters Saturday.
The moves, made public officially Sunday, come as Target is looking to build on its strong sales streak. Last week, the discounter raised its annual profit expectations after reporting strong second-quarter profits and sales. The discounter has been sprucing up its stores with new brands and displays.
Disney, which operates about 300 of its own stores globally, is looking for new ways to reach customers amid weak traffic at malls. Bob Chapek, chairman of Disney Parks, Experiences and Products, said there’s a 90 percent overlap between Disney and Target customers.
Target, which has long sold Disney merchandise, says the Disney shops will average about 750 square feet each and will be located near children’s clothing and toys. They will feature more than 450 items, including more than 100 products that were previously only available at Disney retail locations. The shops will feature music, interactive displays, photo opportunities and a seating area where families can watch Disney movie clips.