Target Touts Exclusive 'Jurassic World' Merch

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Target Touts Exclusive 'Jurassic World' Merch

By Cyndi Loza - 06/19/2018

Target is tying in to the June 22 theatrical release of Universal Pictures' Jurassic World: Fallen Kingdom by stocking exclusive licensed merchandise from Mattel, Funko and Kraft Heinz Co.'s Jell-O. 

A lineup of licensed merchandise ranging from Thermos water bottles to eKids headphones recently rolled out to stores, including exclusives such as:

  • Velociraptor and Tyrannosaurus rex figurines from Mattel's Jurassic World Legacy Collection, 
  • Jell-O Play SKUs containing dinosaur- or Lego-shaped molds, and
  • a Funko Pop figurine of Owen Grady, the film's protagonist, holding a baby raptor.

The aforementioned items are stocked on an eye-catching endcap in the toy department outfitted with signage depicting a Tyrannosaurus rex. A character shop on target.com corrals licensed merchandise while spotlighting exclusive products. A Google paid search ad supports, linking to the destination.

Elsewhere in stores, packages of Ferrero's Kinder Joy eggs boasting a surprise toy from the film receive secondary merchandising space via shelf trays on dedicated upfront endcaps. Licensed apparel is also stocked on racks near store entrances.

Target occasionally drums up support for an upcoming film and its respective licensed merchandise with eye-catching displays. Motion-activated endcaps depicting Walt Disney Co.'s Star Wars: The Last Jedi heroine Rey were erected in the toy department last fall and the retailer recently spotlighted toys from Marvel Studios' Avengers: Infinity War via endcaps outfitted with brilliant signage.