As the exclusive retail partner for the final season of Stranger Things, Target needed to build a campaign that felt culturally meaningful in a moment when almost every major brand activates around the show. The objective was clear: stand out in a saturated fandom landscape, drive excitement for Target’s exclusive product line, and create a retail experience that felt native to Hawkins—not to marketing.
Strategy
Most partner brands lean into the show’s supernatural world. We chose a new way in: celebrate the overlooked but beloved character Ted Wheeler and use him as the doorway into an alternate 1987 Target store in Hawkins, Indiana. It’s his first time at Target, and in true form—he leaves the store with more than he came for. This lets Target show up in the fandom in an ownable, memorable, “Target way” while giving guests something fresh in a franchise they know well.
Execution
The in-house team concepted and produced a multi-channel story built around a bespoke prequel moment for Ted Wheeler. We recreated a period-accurate 1987 Target—down to signage, shelf sets, wardrobe, props, and lighting—and built a visual world that blended Hawkins’ charm with Target’s approachable style.
The campaign spanned:
Target Creative oversaw all creative, production, and experience design in-house.
Stranger Things Creative produced by Target Creative:
Business Impact
Target became the clear retail home for the final season—distinct, culturally fluent, and built entirely in-house.
Case Study video for Stranger Things creative work
