Target Rolls Out Exclusive 'Toy Story 4' Merch
Target is tying in to the excitement surrounding the June 21 theatrical release of Walt Disney Co.'s Toy Story 4 by stocking exclusive licensed merchandise, staging an in-store scavenger hunt, and running a promotion incentivizing Mattel toy purchases.
The retailer recently rolled out an exclusive "Signature Collection" of licensed toys depicting main characters from the Toy Story franchise such as Sheriff Woody Pride, Buzz Lightyear and Jessie "the Yodeling Cowgirl." Manufactured by Thinkway Toys, each SKU in the collection comes with a certificate of authenticity. The certificate is signed by film director and former Pixar head John Lasseter and communicates that the toy is a replica that was produced using digital data from "the world's first full-length computer animated film," Toy Story. The collection ranges from $19.99 to $99.99 in price. Other exclusive licensed merchandise includes apparel and a "Flocked Bunny" Funko Pop figurine from Funko.
In stores, licensed toys from the film franchise enjoy secondary merchandising space via rolling racks and an endcap outfitted with signage depicting characters from the movie and a motorized, moving Forky, a main character in the new film. (Target occasionally drums up support for an upcoming film and its respective licensed merchandise with eye-catching displays in the toy department. Licensed Lego Group building sets for Warner Bros. Entertainment's The Lego Movie 2: The Second Part, for example, got the spotlight via an endcap outfitted with a red button that when pressed plays the film’s “Everything is Awesome” theme song.)
A promotional page within target.com also touts the exclusive Signature Collection replica toys as well as:
- an in-store event on June 29 that will comprise giveaways and demonstrations of new interactive Toy Story toys, and
- a purchase incentive dangling a free Fandango code to see Toy Story 4 with purchase of $30 worth of select Mattel licensed SKUs from the film.
The promotional page also encouraged shoppers to post "Toy Story Finds" on Instagram that mention Target and use #TargetStyle. Select posts are spotlighted on the page, depicting licensed SKUS such Campbell Soup Co.'s Goldfish, and linking to the respective items' e-commerce pages.
NOTE: For more images from Target, visit p2pi.org. Path to Purchase Institute members have access to more than 6,500 images and 1,170 articles of marketing and merchandising activity at Target, along with a full Retailer Profile outlining the chain’s operations and strategies.