Target Touts 'Stranger Things' Merch

Cyndi Loza
Associate Editor, P2PI
Cyndi Loza profile picture

Target is tying in to the excitement surrounding the July 4 third season premiere of Netflix's Stranger Things by shining a spotlight on new and exclusive licensed merchandise from the science-fiction '80s-themed horror series.

The licensed products rolled out recently and span categories ranging from apparel to toys and frozen ice cream to pool floats. The mass merchant's Stranger Things product lineup also includes exclusives such as a: 

  • collectors box from Funko's Pop!, comprising a figurine of show character Dustin and a replica of the shirt the character wears in the third season. 
  • red-, white- and blue-colored vinyl record of the show's third season soundtrack with a bonus 7-inch record.
  • special-edition Mongoose "Max" bike from Dorel Industries spotlighted in the show. (See a video of the bike from Mongoose's YouTube channel at bottom.)

Target teams worked closely with Netflix to create exclusive custom-branded packaging for products across the retailer's assortment, according to a July 2 "A Bullseye View" blog post touting the new licensed SKUs. The mass merchant, for example, is stocking licensed, limited-timed ice cream pints from Baskin Robbins in flavors including "U.S.S. Butterscotch," and "Praline Portal." Stranger Things licensed Baskin Robbins ice cream quarts and sundaes are also available at the ice cream shop. 

In stores, licensed merchandise enjoys secondary merchandising space on endcaps. A dedicated Stranger Things promotional page within also touts licensed products from brands including Baskin Robbins and Coca-Cola Co. and directs shoppers to pages with Target- and Stranger Things-branded videos spotlighting the merchandise. Select videos also appear on social media posts from the retailer. A feature in the retailer's July 7 circular and a Target Finds page — curating '80s-themed SKUs available at the retailer — supports.

Target also teamed with Netflix to stock official merchandise from Netflix's Stranger Things ahead of the show's second season premier in October 2017.

NOTE: For more on 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.

About the Author

Cyndi Loza is an associate editor of content for the Path to Purchase Institute. She has been a member of P2PI's editorial team for more than five years, covering retailers including Target, 7-Eleven, The Home Depot and Dollar General. Read More