Target and Netflix Join Forces for Stranger Things Merch Launch

Key Points

• Target partners with Netflix as the exclusive U.S. retailer for Stranger Things merchandise.
• Over 150 products, from apparel to collectibles, launch October 5.
• Immersive in-store events will recreate a 1987 Hawkins-themed Target.
• Campaign includes TV spots with cast members and seasonal rollouts through the holidays.

Target has announced a wide-ranging collaboration with Netflix tied to the final season of Stranger Things. Launching October 5, the collection includes more than 150 exclusive products across clothing, home goods, food, and toys. The retailer is betting on nostalgia and fandom to drive traffic during a tough retail climate.

To amplify the launch, Target will run a national ad campaign with Stranger Things cast members and create immersive store activations. Shoppers can step inside a recreated 1987 Target in Hawkins, Indiana, complete with themed displays and interactive shopping zones. Special in-store events peak on October 12, offering fans a mix of retail and entertainment.

For Netflix, the partnership represents a way to extend its hit series into physical retail while offsetting production costs for the high-budget finale. Analysts say the move could set the tone for more streamer-retailer alliances, while Target positions itself ahead of rivals by tapping directly into pop culture.