Target is immersing shoppers in the world of “Stranger Things” through in-store activations and a national ad campaign to mark the release of the Netflix series’ fifth and final season.
The retailer’s dedicated shopping experiences, both online and in-store, feature over 150 new items inspired by the show, with more than half exclusive to Target. Offerings include a Demogorgon-shaped popcorn bucket, walkie-talkie-themed smartphone cases, and holiday apparel.
In collaboration with Netflix and the show’s creative team, Target developed advertisements set in a period-accurate 1987 Target store. This campaign is unique as the only national retail effort tied to “Stranger Things” featuring on-screen talent and co-created with Netflix.
The final season will premiere in three installments—Nov. 26, Christmas, and New Year’s Eve—allowing Target to engage fans throughout the critical holiday shopping period.
Target is using the partnership to boost its business amid recent sales declines and consumer caution due to economic uncertainty. The retailer’s Q2 comparable sales dropped 1.9% year over year, with merchandise sales down 1.2%. CEO Brian Cornell plans to step down in early 2026 after leading Target through significant growth.
Themed retail spaces go beyond standard displays, offering a wide range of products including Halloween costumes, home décor, food and beverage items, toys, and collectibles. The first wave of merchandise arrives Oct. 5, with subsequent releases aligned with the show’s rollout.
Target’s campaign, launching Oct. 12, aims to blend nostalgia and storytelling, transporting consumers back to the late 1980s in a recreated store environment. Details on the creative are limited, and it is unclear if Target itself features in the new season’s storylines.
Other brands, like Doritos, are also increasing marketing ahead of season five, highlighting the series’ strong appeal as a platform for ‘80s-themed nostalgia. Netflix continues to expand brand partnerships in its growing ad-supported business segment.