Target Lands Exclusive Star Wars Collection
Target teamed with Walt Disney Co. to roll out an exclusive collection of licensed toys, collectibles and apparel inspired by the mega media conglomerate's Star Wars: Galaxy’s Edge themed land.
The Star Wars: Galaxy’s Edge Trading Outpost collection began rolling out to U.S. Target stores and target.com on Aug. 30 and encompasses more than 100 SKUs including highly detailed figures from Hasbro’s Black Series line, Funko POP! collectables, a 3.75-inch scale replica of the iconic starship Millennium Falcon, and a "Resistance I-TS Transport" vehicle from Lego Group's flagship. Ranging from $8.99 to $399, the collection serves to drum up support for the Star Wars: Galaxy's Edge themed area, which opened at Disneyland and Walt Disney World resorts on May 31, 2019, and Aug. 29, 2019, respectively. The Trading Outpost line will also be available soon at Toys “R” Us in Canada.
In stores, the line is stocked on an endcap outfitted with signage depicting BB-8, a droid in the Star Wars franchise, and plugging the Disneyland and Walt Disney World resorts. A feature in the retailer's Sept. 13 circular touted the collections arrival, promising shoppers a $10 store gift card with purchase of $40 worth of eligible Star Wars toys, books, movies, apparel and home decor. (Lego SKUs and Hasbro’s "Star Wars Collection: The Child Animatronic Edition" toy are excluded from the offer, which is valid Sept. 13-19.) A Sept. 9 email, a promotional page and home page display ad on target.com, and blog posts within starwars.com also supported the collection's launch.
Target typically partners with various media companies to stock exclusive licensed merchandise, most recently stocking several exclusive SKUs tied to the April theatrical and digital launch DreamWorks Animation’s Trolls World Tour. The mass merchant's relationship with Walt Disney goes a little deeper, though, not only stocking exclusive items ahead of the theatrical release of several Star Wars films but partnering with the entertainment giant to create dedicated Disney Stores at Target locations last year.