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Nobody can add better to the experience than Disney,” he continues. “If Target can market its stores as a destination, then they will succeed at a higher level than say Walmart or other competitors because people will think that the experience is going to be better at Target. “Target has to focus on making itself a destination and integrate the Disney experience into that.” Coan says. Nonetheless, Target will have to do the heavy lifting to get people into the stores to shop for Disney merch. And Target has a higher percentage of shoppers in the prime childbearing ages 18-to-44 years (~60%) as compared with Walmart (48%), which skews older. Placer.ai reports that Target attracts 18% more customers making over $100k than Walmart. Working in Target’s favor is that it attracts a higher-income customer than Walmart, for example.

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Penney and all the rest are certainly not going to stop carrying Disney products.” When you come off an amazing Pirates of the Caribbean ride, you naturally want to buy some pirate stuff to take home,” he says and continues, “In retail there will be more competition. “Selling people stuff in a store is different than in the parks where you have a captive audience. To the question of over-exposure of Disney’s brands, Coan thinks that is a non-issue, but competition is. Becoming “The Destination” for Disney merch “It adds potential on all fronts,” Coan believes. Through the smaller-scale shop-in-shop format, Disney has the opportunity to merchandise at a faster pace and leverage new Disney properties when demand is at its peak.

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“It will allow them to be more precise and have a bit more fidelity on what they offer in the stores and to match it up accordingly with what’s happening in the movie and TV side of the business.” “Disney will learn a lot from this relationship with Target,” he says. This collaboration with Target has the potential to evolve Disney’s understanding of retail in a way not possible before. The mall idea was a bit of a struggle for them,” Coan believes. That kind of mentality didn’t work in the mall. mall store, like they do in the theme parks. “Disney struggled with the idea that they could create an experience in a 2,000 sq.

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But it turns out after decades of experience with attractions, Disney learned that the retail experience is part and parcel of a successful leisure experience,” Coan says.īut while Disney got theme-park retail down to a science, it never figured out how to translate that into a stand-alone retail store. “People decide to go to the parks for the experience. On the history of Disney and retail, Coan says adding a retail experience in Disney theme parks was a natural. Coan’s firm has worked extensively with Disney both in retail and theme-park projects. However, Bill Coan, president and CEO of entertainment design and development firm ITEC Entertainment and who got his start working as a Disney Imagineer, sees this new collaboration as a way for Disney to imagine what an elevated Disney retail experience can be by working with a retailer like Target. Imagining an elevated Disney retail experience

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And a fledgling three-store ESPN retail chain in the late 90s only lasted two years before shutting down. Based on early success in the late 80s-early 90s, Disney overbuilt its stores, then sold them when the tide turned, only to buy back a scaled-down version later. Mayer also warns that Disney has had a less-than stellar track record in traditional retail. “Is there a saturation point for Mickey/Star Wars/Marvel/Princesses/etc.? Is the consumer complaining that those properties aren’t ubiquitous enough?” Ira Mayer, co-director of the Institute for Branding and Licensing at Long Island University Post, sees the threat from overexposure of Disney properties.










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