Target Rallies 'Star Wars' Rebels

Target tied in to the theatrical premiere of Walt Disney Co.'s Rogue One: A Star Wars Story with a cause campaign.The mass merchant raised funds for Unicef through the sale of 10 exclusive "Force 4 Fashion" T-shirts inspired by the film's rebel heroes and created in partnership with film, music, fashion and sports influencers Riz Ahmed, June Ambrose, Steve Aoki, Camilla Belle, Gareth Edwards, Felicity Jones, Diego Luna, Olivia Munn, Kelly Slater and Brittany Snow.From Nov. 27 through Dec. 31, 2016, each T-shirt purchased triggered a $5 donation (up to $1 million) from Target to support the Unicef Kid Power program. The program encourages kids to lead healthier lives and empowers them to be a force for change. Children complete physical activities and challenges to earn points that are ultimately used to provide therapeutic food for malnourished children around the world.In stores, the apparel was merchandised on dedicated floorstands. Many of the shirts are still available on target.com. The mass merchant encouraged social interaction around the effort via the #ForceForChange hashtag. ABC's Good Morning America posted a supporting video.Rogue One hit theaters on Dec. 16, 2016.In advance of the films debut, Target also stocked new licensed SKUs. In the toy department, a dedicated endcap merchandised items including an exclusive "blaster" from Hasbro Inc.'s Nerf. Floorstands provided secondary merchandising for other licensed products. Upfront standees, a TV spot starring real fans (see video below), circular features and social media activity supported."We've established Target as the ultimate Star Wars destination," said Target's senior vice president, merchandising, apparel and accessories Michelle Wlazlo in a post on the retailer's "A Bullseye View" blog. "Collaborating with Disney and the designers on these shirts allows us to reinforce our commitment to fans, while offering a great holiday gift that benefits an important cause."In 2015, Target went all out for the theatrical debut of Star Wars: The Force Awakens, later also supporting the home video release.

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