Target is partnering with the iconic Museum of Ice Cream to launch a limited-edition kids’ clothing and accessories collection and unique ice cream flavours. The retailer will also sponsor a new experiential concept, The Pint Shop.
Collaborating to deliver new and unique products
Target is launching the clothing range through its Art Class brand. This was launched last year to deliver inspiring, limited-edition collaborations at affordable prices. Launching in stores and online in early June, the collection will highlight Museum of Ice Cream’s signature style. In July, Museum of Ice Cream will launch seven ice cream flavours at Target. The retailer will be the first to sell the range, which will include five new flavours along with Museum of Ice Cream’s signature flavours.
Sponsoring a unique experience in New York
As part of the partnership, Target will sponsor Museum of Ice Cream’s newest concept, The Pint Shop. The Pint Shop is an interactive space in New York City where customers can explore oversized pint installations and participate in unique tasting experiences.
Fun and experiential nature aligns with Target brand
This is a great brand partnership for Target as it aims to tap into Museum of Ice Cream's quirky and fun credentials. It is also unique in that it is being extended across food and non-food categories. The concept was launched in 2016 as part ice cream café, part gallery space. In addition to offering a range of ice cream brands, it also features display spaces where customers are encouraged to engage with the exhibits and share their experiences through social media.
Fee-based pop-up has drawn large crowds
Customers purchase a ticket to visit ($38) the Museum of Ice Cream, which includes various tasting opportunities. There is currently one-active location, in San Francisco, which has attracted around 200,000 visitors since launching six months ago. For Museum of Ice Cream, the partnership with Target will help drive awareness of the brand nationally and potentially pave the way for additional pop-up locations.
Target on private brand drive to drive loyalty and differentiation
Target has a long history of developing unique private brand collaborations. This year it has worked with iconic British brands, Hunter and Umbro, while it recently announced plans to collaborate with Disney’s Mickey Mouse to launch a range of exclusive clothing, toys, pet treats, beach accessories and beauty products. By the end of this year, it plans to have completed the introduction of 12 new private brands, impacting around $10bn of volume. Several have successfully launched to date. Investing in private brand is viewed as a key way to drive customer traffic and loyalty, while building important points of difference.
Stewart Samuel, Program Director, IGD Canada: based in Canada, Stewart heads up all of IGD's research and coverage on Target. He is also responsible for shaping IGD's research program across North America. Contact Stewart at [email protected] for further insight on the region's markets, channels and retailers. Follow Stewart on Twitter: @Stewart_IGD
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