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08/23/2021

Target adding more than 100 Disney shops

Dan Berthiaume
Senior Editor, Technology
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The layout of a “shop-within-a-shop” Disney store at a Target location.

Target Corp. is expanding its partnership with Disney in time for the holiday season.   

The discount giant will nearly triple the number of Disney shops within its stores to more than 160 Target locations by the end of the year.  Target launched its in-store and online partnership with The Walt Disney Company in 2019, opening in-store Disney shops in 25 locations, as well as a complementary online experience.

Featuring a "shop-in-shop" layout, the Disney stores in Target average 750 sq. ft. and are located adjacent to kids’ clothing and toys. Target said it worked closely with Disney to co-develop and design the in-store experience, which includes features such as music, interactive displays and photo ops. The space also includes a seating area where families can watch Disney movie clips and play games. Visitors can try on Mickey's magic hat, pose with a life-size lightsaber and wear a prince or princess crown.

The  shops feature an assortment of toys from popular Disney properties, including Star Wars and Raya and the Last Dragon. Target also continues to grow its dedicated online Disney experience.

Target rival Macy’s is also moving ahead with a branded, toy-focused, store-within-a-store concept in a new partnership with Toys “R” Us that includes rolling out branded in-store shops to more than 400 Macy’s stores in 2022. The Macy’s deal also covers online, with a wide assortment of Toys “R” Us merchandise already available on Macy’s website.

In other holiday-related activities, Target is bringing back its Bullseye’s Top Toys list for the 2021 holiday season. The list will include items from established brands like Lego and L.O.L. Surprise!, alongside a range of new additions. The assortment includes Target's exclusive 70-piece toy collection with FAO Schwarz, of which 85% of items are new this year, popular characters like PAW Patrol and Barbie, and the Zoe Doll by Black-owned business Healthy Roots (designed to inspire girls to love their curls through hair play).

Retail sales of toys in the U.S. hit $25.1 billion in 2020, up 16% over the previous year, according to The NPD Group, which called 2020 an “unprecedented year” for the U.S. toy industry.

"Target continues to be a top toy destination for all families, and we're pleased to offer unique experiences and a curated toy assortment that brings joy to parents and children of all ages," said Nik Nayar, senior VP of hardlines, Target. "We're seeing more guests shop for toys at Target than ever before, and whether it's Bullseye's Top Toys or finding joy with one of the 1,300-plus exclusive toys and games, guests are choosing Target for our inspiring, easy and affordable gift-giving experience."

Top Toys merchandise will start at $19.99. Target's complete toy selection, and nearly all holiday gifts, are available for same-day pickup or delivery through Target's omnichannel fulfillment services: drive up, order pickup and same-day delivery with Shipt – no membership required. Target RedCard holders can also receive 5% off their Top Toys purchases all season long.

Minneapolis-based Target Corp. operates more than 1,900 stores across the U.S.