Target Touts 'The Lego Movie 2' Merch

Cyndi Loza
Managing Editor, Member Content, P2PI
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Target tied in to the Feb. 8 theatrical release of Warner Bros. Entertainment's The Lego Movie 2: The Second Part by stocking exclusive licensed merchandise and staging an in-store scavenger hunt.

The scavenger hunt was held on Feb. 16 at select Target stores, where participants could build ships and play Lego-themed games. Participants also received vests matching the one worn by the film's protagonist, Emmet. Account-specific floorstands stocking Lego Group's Lego toy sets and side panels on endcaps in the toy department touted the event. A Feb. 10 circular feature and a Feb. 15 Facebook update supported. 

Elsewhere in stores, the retailer is stocking exclusive licensed apparel and home furnishings inspired by the movie such as an Emmet alarm clock and night light. Lego building sets also get the spotlight via an endcap outfitted with signage depicting characters from the movie and a red button that when pressed plays the film’s “Everything is Awesome” theme song. A promotional page additionally touts licensed merchandise.

Target periodically drums up support for an upcoming film and its respective licensed merchandise with eye-catching displays. Endcaps were outfitted with larger-than-life signage to spotlight license SKUs from Universal Pictures' Jurassic World: Fallen Kingdom, for example, and motion-activated endcaps rolled out for Walt Disney Co.'s Star Wars: The Last Jedi SKUs. However, Target and Lego Group go further, regularly partnering throughout the year to:

  • host a variety of scavenger hunts, 
  • roll out creative displays and signs such as a vignettes depicting Lego figures going down a slide and aisle archways, and
  • spotlight exclusive toy sets.

NOTE: For more images of Lego at Target, visit 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.