More than 150 new ‘Stranger Things’-inspired items arrive at Target starting in October including apparel, accessories, food and beverages, home, collectibles and more
Target will
debut a dedicated in-store and online shopping destination for fans, launching with ‘Stranger Things’, to explore must-haves in one easy-to-shop space
Target’s national marketing campaign will feature ‘Stranger Things’ talent with a throwback to 1980’s nostalgia including in-store activations
MINNEAPOLIS, Sept. 30, 2025 — Target (TGT) is betting big on nostalgia, partnering with Netflix to capitalize on the concluding season of the hit series “Stranger Things.” The retailer is set to launch an extensive product collection and immersive in-store experiences, aiming to become the ultimate destination for fans eager to celebrate the show’s final chapter. This move reflects a broader trend of retailers leveraging entertainment IP to drive traffic and boost sales, but Target’s strategy goes beyond simple co-branding.
“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. “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.”
“Target shares in our creative spirit and promise to bring fans something fresh and engaging with this spectacular collection of ‘Stranger Things 5′ must-haves,” said Tanya Isler, head of consumer products for the US and Canada, Netflix. “Together, we’re bringing fans an unforgettable shopping experience filled with authentic products and surprises that transport them to Hawkins and the Upside Down — everything they need to celebrate the epic series’ finale.”
A Retail Strategy Hinging on Immersive Experiences
Starting Oct. 5, Target will unveil more than 150 new items inspired by the world of “Stranger Things” spanning apparel, collectibles, food and beverages, home products, toys and more. Over half of the assortment is only available at Target, curated for fans of all ages, from newcomers to longtime superfans of the franchise.
The collection, featuring exclusives from brands like Funko, Mattel, Gatorade and Squishmallows, showcases Target’s ability to negotiate favorable deals and curate offerings that resonate with a specific demographic. A Demogorgon-shaped popcorn bucket and Walkie Talkie phone case highlight the strategy of offering both functional and novelty items, appealing to a broad customer base. The move speaks to Target’s understanding of the “experience economy,” where consumers increasingly prioritize memorable encounters over purely transactional purchases.
More than simply stocking shelves, Target is creating a dedicated “Stranger Things” shopping destination both online and in-store, designed to immerse fans in the fictional world of Hawkins, Indiana. This includes themed displays, product drops, and interactive digital elements. This approach taps into the power of fan engagement and community, fostering a sense of belonging and driving repeat visits. Netflix will debut in three volumes this fall, with episodes releasing on Nov. 26, Christmas Day, and New Year’s Eve.
Nostalgia Marketing: A Risky But Potentially Rewarding Bet
Target’s marketing campaign, co-created with Netflix, will feature a recreation of a 1987 Target store set in Hawkins, Indiana. This ambitious move aims to blur the lines between reality and fiction, transforming Target into a real-world extension of the “Stranger Things” universe. The success of this campaign hinges on its ability to resonate with the show’s established fanbase and attract new viewers through a shared sense of nostalgia.
However, relying heavily on nostalgia carries inherent risks. The campaign must avoid feeling derivative or pandering, instead offering a fresh and authentic experience that complements the show’s narrative. Furthermore, Target needs to balance its focus on “Stranger Things” with its broader brand identity, ensuring that the campaign enhances rather than overshadows its existing product lines and customer base.
The partnership between Target and Netflix represents a significant investment in immersive retail experiences and targeted marketing. Whether this gamble pays off will depend on the campaign’s ability to capture the zeitgeist, resonate with fans, and ultimately translate into increased sales and brand loyalty. As the final season of “Stranger Things” unfolds, all eyes will be on Target to see if it can successfully navigate the Upside Down of retail competition and emerge as the ultimate fan destination.
About Target
Minneapolis-based Target Corporation (TGT) serves guests at nearly 2,000 stores and at Target.com, with the purpose of helping all families discover the joy of everyday life. Since 1946, Target has given 5% of its profit to communities, which today equals millions of dollars a week. Additional company information can be found by visiting the corporate website and press center.
ABOUT STRANGER THINGS:
Created by The Duffer Brothers, Stranger Things debuted in 2016 and quickly became one of Netflix’s most popular television series ever, with its fourth season alone amassing over 140.7M views globally. Rooted in ’80s nostalgia, it boosted Kate Bush’s track “Running Up That Hill” into the Billboard Hot 100 chart for the first time in its 38-year history. The series has also garnered over 70 awards worldwide including Emmys® and the Screen Actors Guild Award for Outstanding Performance by an Ensemble in a Drama Series, and has been nominated for over 230 awards. The highly anticipated fifth and final season will release later this year in three volumes at 5PM PT: four episodes on November 26, three episodes on Christmas and the finale on New Year’s Eve. The beloved franchise offers fans various ways to engage with the cultural phenomenon year-round, including: the Olivier and Tony-award winning stage play, Stranger Things: The First Shadow; a collection of books takes fans deeper into the story; the touring Stranger Things: The Experience which recently expanded to Brazil and Australia; Stranger Things: Escape the Dark; a brand new immersive experience set to open at Netflix House later this year; Stranger Things: Tales From ’85, an animated series that will take fans back to Hawkins in 2026; fans celebrate November 6 — the day Will Byers went missing — as ‘Stranger Things Day;’ and they can follow @StrangerThings.Things for fun ways to bring the world into their everyday lives.
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SOURCE Target Corporation
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