MINNEAPOLIS — Target Corp. is doubling down on exclusive merchandise strategies this fall, leveraging two cultural juggernauts — Taylor Swift and Wicked — to drive traffic both online and in stores ahead of the holiday season.
On October 3, Target will launch exclusive editions of Swift’s 12th studio album, The Life of a Showgirl, marking what the retailer is billing as the year’s biggest music moment. Two days later, it will debut nearly 200 products tied to Universal Pictures’ Wicked: For Good, the upcoming sequel to last year’s record-breaking musical film adaptation.
Target has collaborated with Swift on multiple album launches in the past, but the retailer is describing this release as one of its most ambitious. Beyond standard CD and vinyl formats, Target will sell four exclusive products, including three CD-and-poster editions and a shimmering pink-and-yellow vinyl pressing of The Life of a Showgirl: The Crowd Is Your King. Preorders for the vinyl are already sold out, with limited quantities available in-store only.
“Music is about creating moments that bring our guests closer to the artists they love,” said Cassandra Jones, senior vice president of merchandising for Fun101 at Target. “Taylor Swift’s
The Life of a Showgirl is the biggest music moment of the year, and we’re thrilled to celebrate with Target-exclusive offerings and fun in-store touches that make the experience even more memorable.”
To capture the excitement, select stores will stay open past midnight on Oct. 2, distributing tickets that reserve purchase slots for fans lining up for the release. Strict purchase limits will apply due to high demand.
Target is also leaning into the entertainment calendar with its Wicked: For Good collection, set to roll out on October 5 and expand in phases through the film’s theatrical release on November 21. The assortment spans apparel, books, home décor, toys and collectibles, with nearly half the items exclusive to Target and many priced under $20.
Highlights include the Wicked: For Good x Katie Kime Collection, featuring home décor and apparel inspired by the story’s bold colors and whimsical characters; an official visual companion book packed with cast letters and more than 300 images; and a Target-exclusive soundtrack LP with a lenticular cover and shimmer vinyl. The lineup also includes exclusive LEGO sets, Mattel dolls and Stanley tumblers.
“Last year, Target was the go-to for all things Wicked, and we can’t wait to help Glinda and Elphaba fans celebrate the epic conclusion of this incredible story,” said Jill Sando, chief merchandising officer of apparel & accessories, home and hardlines. “We’re bringing the magic of a cultural phenomenon to life with products featuring great design, beloved brands and incredible value.”
Exclusive merchandise collaborations have become a key part of Target’s strategy, enabling the company to differentiate its offerings in a highly competitive retail environment. With Swift’s fandom and the enduring popularity of Wicked, the retailer aims to create buzzworthy cultural events that also drive store visits, online traffic, and holiday gift sales.
Both launches will be supported by dedicated online destinations, flexible fulfillment options such as same-day delivery and drive-up service, and in-store displays designed to immerse shoppers in the excitement.
