Target has partnered with Netflix to deliver a new Stranger Things retail campaign across the US next week, as part of an ongoing effort to innovate its in-store experiences. 

Starting on October 5, all US Target stores will feature Hawkins- and Upside Down-themed displays, interactive booths and rotating product drops that celebrate the five seasons of the series. Cassandra Jones, the retailer’s SVP of marketing, says this partnership with Netflix is an exciting way for Target to tap into a cultural moment by turning its stores into the ideal place for the Stranger Things fandom to celebrate the show’s upcoming finale with gifts, watch party must-haves and exclusive merch. 

As part of this collaboration, Target will stock 150-plus new Stranger Things items across collectibles, homewares, FMCG and apparel. More than half of these products are exclusive to the retailer, including Demogorgon popcorn buckets, Walkie Talkie phone cases, Funko Pop! figures and ’80s throwback editions of Gatorade, Spam and Old Dutch chips. 

Meanwhile, Netflix and Target are working together with the Stranger Things creative team to launch a new commercial promoting the in-store activation on October 12. TV spots and social content will feature a meticulously recreated Target store from 1987.