Magic of Disney in a Target Way

I happened to run into my local Target store the other day to pick up a few items and I quickly realized it had been awhile since I shopped there. The store had been transformed to look more like a high-end retail establishment as opposed to your typical box store. But what struck me even more was that my Target store was looking more like a stylist Disney Springs shop with a wide variety of Disney merchandise and especiallyitems celebrating Mickey Mouse.

My observation caused me to tweet out a message questioning “when did Target take on the appearance of a Disney Store or Disney Springs?” which Target responded with the following message:

That’s a great question! This is one of our recent collaborations with Disney. Our guests have been requesting items be available for purchase, and now we’ve delivered on it. We hope you enjoy the many different products our stores have to offer. Thanks!

That got me interested in what exactly Target was offering when it came to Mickey and the entire Wonderful World of Disney. Target, like many other retailers, has always carried Disney items but nothing like I have
seen before. They have clustered their items into mini-boutiques around the store.

At my Target, as soon as you walk through the front door you are greeted by an overhead “Love Mickey” sign and a display featuring clothing items for women, men and children. The layout also featured
back-to-school essentials like Mickey and Minnie back packs and lunch boxes. And there are even pet toys and accessories.

But it did not stop there. Intrigued by what I saw at the front of the store, I felt compelled to venture further in. In the home goods section, there were large Mickey and Minnie ceramic banks, large pillow accents, bed
sheets and lighting.

So like any good reporter, I felt the need to find out what was going on with Target and Disney when it came to Mickey Mouse.

As the world prepares to celebrate Mickey's 90th birthday later this year, Target is getting a jump start on the party by giving shoppers something extra special. I suspect the party will last through the
year with fall and winter merchandise culminating with Mickey's big day in November.

Josh Silverman, executive vice president, consumer products commercialization, Disney Parks, Experiences and Consumer Products (how does he fit that title on his business card?) says the collaboration “brings together Two Originals in Mickey Mouse and Target” adding it will feature a broad range of products “that will allow families to incorporate the magic of Disney and celebrate their love of Mickey.”

Mark Tritton, Target's executive vice president and chief merchandising officer says “it's been an incredible experience partnering with Disney to create a collection that celebrates Mickey and the magic of Disney in
a distinctly Target way.” As Tritton notes the collection will bring a smile to shoppers faces with more than 350 items that will cause every store guest to “find something to love.”

Even Target employees were surprised by the specialty items. As I proceeded to pay for my purchases my cashier said “what is it, something like Mickey's birthday?” Of course I could not miss the opportunity to
give her the cliff notes version of Mickey's anniversary while she rang up my items.

The partnership will also feature exclusive Mickey products throughout Target stores and at Target.com and the company teases shoppers to keep their mouse ears perked because there might be a few surprises along the way.

See ya real soon pal at Target.