Target is merging holiday moments with pop culture, teaming up with Netflix on a cross-category “Stranger Things” initiative tied to the show’s final season, spanning housewares, home décor, apparel, collectibles and toys.
The spooky Netflix sci-fi thriller might seem a more appropriate fit for Halloween, and the related products will launch on October 5. However, the final season of “Stranger Things” will appear as eight episodes occurring in three drops on the network, slated for November 26, the day before Thanksgiving, Christmas Day and New Year’s Eve.
Target plans an immersive in-store presentation designed to be the go-to destination for “Stranger Things” fans to gear up for the final season, featuring products associated with Hawkins, IN, the show’s setting, the alternative dimension dubbed the Upside Down, and the 1980s when the show is set. Products include a throwback Gatorade water bottle based on the iconic container of the 1980s era, which also features a “Stranger Things” logo. Target noted that it would update the presentation throughout the show’s final weeks to keep fans engaged.
The product lineup includes 150 items, with more than half exclusive to Target, the company stated. The “Stranger Things” collection features a popcorn bucket designed in the form of the show’s monstrous demogorgons. It also includes portable drinkware, mugs, a mini refrigerator, candles, wall decor and even a ramen bowl and demogorgon cell phone stand.
Target will support its “Stranger Things” initiative with a marketing campaign co-created with Netflix, which will include television spots and engaging in-store experiences, the retailer noted. On October 12, the campaign will reach its peak as it recreates a 1987 Target set in Hawkins, blurring the line between nostalgia and storytelling. The retailer maintained that its goal is to turn Target into a fan destination for the final season of “Stranger Things” and its most significant moments.
“The fifth and final season of ‘Stranger Things’ is more than an ending. It’s a cultural moment, and Target is proud to be the place where fans can celebrate together,” said Cassandra Jones, senior vice president of merchandising for Fun101, Target, in announcing the initiatives. “With our long history of trendy collaborations, this partnership with Netflix is a thrilling way to continue that legacy, offering exclusive watch party must-haves and holiday gifts and engaging experiences that bring Hawkins into everyday life. We’re turning the finale into a fan experience as unforgettable as the show itself.”
