We’re not playing around

Toy Story 3 hits theaters June 18, and Target didn’t waste any time getting merchandise in stores in advance of the film from Disney and Pixar. The product assortment features more than 100 items merchandised in the toy department with what Target is calling a “magical visual display of the movie characters at eye-level and overhead.” Products are cross-merchandised throughout the stores in such categories as entertainment, apparel and kids bedding.

Toy Story won critical acclaim and box office success when it was released in 1995 and has remained a powerful franchise for the past 15 years, but, as with all sequels, you have to question the need for a third iteration of the film and wonder whether it will be embraced by the movie-going public. For decision-makers at Target, who certainly previewed the movie before committing to the exclusive arrangement, the answer was yes.

“We are pleased to offer exclusive ‘Toy Story 3’ merchandise and be the shopping destination for our guests,’ said Casey Carl, Target’s VP and merchandising manager for toys and sporting goods. “Target is excited about the large assortment of products at affordable prices from the highly anticipated movie.”

When Toy Story 3 hits theaters later this month Target had better hope it doesn’t follow in the big green footsteps of Shrek Forever After. The fourth installment of the Shrek franchise from DreamWorks Animation opened May 21, and box office results have been less than expected. One explanation for the disappointing results is “Shrek fatigue,” since the DreamWorks has hit the market with four versions of Shrek since the original aired in 2001. Overexposure is less of an issue for Toy Story since it is only the third installment in the series during the past 15 years.