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Target is Partnering With Disney?

Target is Partnering with Disney?  Yes. And it’s brilliant.

Doug Chapek, Disney parks chairman said “theres about a 90 percent overlap between the two company’s customers.”  Target CEO Brian Cornell referred to Disney as “among our largest and most admired [brand] relationships.” 

When Disney opened its stand alone stores back in 1997, the declining economy hit hard and Disney got burned.  By partnering with Target, who has thrived through the retail apocalypse; Disney gets to use Target’s infrastructure and expertise to sell its stuff while retaining a decent dose of creative and branding control, both areas of Disney excellence.  Other big box stores have deals with other sellers, either subletting or partnering.  With box retail evolving to survive the consumer shift to online buying, it will be interesting to see how the shopping experience in store will develop, especially at places like Target.