Target last month rolled out several exclusive SKUs tied to DreamWorks Animation’s Trolls World Tour, which released simultaneously in (limited) theaters and digitally on April 10 due to the COVID-19 pandemic.
Marketing support for the licensed items included a full-page feature in the mass merchant’s April 26 circular that plugged an exclusive Poppy’s Stylin’ Pod toy and an exclusive vinyl soundtrack for the musical. The feature also incentivized preorders of the film on Blu-ray or DVD by dangling exclusive wristbands.
A dedicated e-commerce shop within target.com continues to spotlight additional exclusives including:
A "Dance Party Edition" DVD/Blu-ray combo available for preorder that includes a 40-page art book.
A Bluetooth karaoke set.
A caterpillar bus set from LEGO Group’s flagship brand.
A DJ mixer.
A kids’ book.
The online store also groups together apparel, toys and other licensed products from brands including Mondelez International’s Oreo, Procter & Gamble’s Pampers and Hallmark Cards’ Crayola. Sponsored Google search ads additionally linked to e-commerce pages for specific SKUs.
Channel rival Walmart also heavily promoted the film’s unusual premiere with a virtual watch party.