10/12/2025 ~ Targets latest marketing blitz

Netflix's 'Stranger Things' at Target: The End Begins Here

https://www.marketingdive.com/news/target-retail-marketing-blitz-stranger-things-final-season/761526/

https://www.target.com

    This article was interesting because I have heard a lot about targets recent marketing strategies in the news and how consumers reacted. Target was recently under a lot of scrutiny for removing DEI initiatives and brands by minority owned businesses. In 2023 there was much controversy over the "tuck" swimsuits being sold at target.

     The article outlines Target’s national marketing blitz around the final season of Stranger Things, which includes over 150 themed items such as Demogorgon popcorn buckets to walkie-talkie phone cases in-store and online, with more than half exclusive to Target. Target recreated a 1987-era store environment, both physically and in ads, to transport fans to Hawkins, Indiana. Target is the only retailer running a campaign developed directly with Netflix and featuring on-screen talent from the show.   This campaign follows a period of declining performance and consumer backlash for Target, making the stakes high. The company is a retail giant but has struggled with economic headwinds and shifting consumer behavior. The holidays and this campaign are a critical moment to turn things around.  Target’s core value proposition is offering affordable, stylish products with a curated, trend-forward shopping experience. It positions itself as a one-stop shop that blends convenience with cultural relevance, often through exclusive collaborations and seasonal drops.  This campaign is a promotional effort tied to a major entertainment event, timed perfectly with the holiday shopping season. Target is using nostalgia and fandom to drive foot traffic and online engagement. The marketing strategy targets Gen Z fans to Millennial parents who grew up in the ’80s.     

    Target faces many challenges. Consumers are cutting back on discretionary spending and many recent controversies and performance dips have hurt consumer trust. Rivals like Walmart and Amazon also continue to dominate on price and convenience.

    The campaign’s uniqueness lies in its deep integration with pop culture and storytelling. It’s not just slapping logos on products—it’s recreating a world. The 1987 Target store, the use of show talent, and the timed drops all create a sense of urgency and excitement. It appeals to buyer personas who value experience, fandom, and limited-edition collectibles; however, it risks being too niche. Not every shopper is a Stranger Things fan, and the nostalgia play may not resonate universally. Additionally, the campaign’s success hinges on execution—if the in-store experience feels gimmicky or the products underdeliver, it could backfire.

Through this article, I learned how entertainment marketing can be a powerful tool when done thoughtfully. It’s not just about selling products—it’s about creating moments. Target’s campaign shows how brands can use storytelling to reconnect with audiences and drive meaningful results.