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Dive Brief:

• Target is enlisting a host of content creators in a social-first campaign to promote a new line of Pokémon-branded products in celebration of the franchise's 30th anniversary, according to a press release.
• Creators featured include Sydeon, SuperDuperDani, PhillyBeatzU, Noah Dankocsik and Lori Haynes, Stephosaurawr and Aspen. Joe Jonas, a longtime fan of the franchise, appears in the campaign, which will run across social, digital, out-of-home and other platforms. Select Target locations will host in-store experiences with characters.
• Target is the only U.S. mass retailer to collaborate with Pokémon on a collection to mark its milestone anniversary, according to press details. The 100-item limited-time collection will roll out between May 2 and June 6, and includes items with a variety of price points.

Dive Insight:

Target is putting fandom first to promote its Pokémon x Target line. As part of the effort, the retailer is working with content creators to appear as “trainers” — the character who catches, trains and cares for a Pokémon — to tell their audiences about the new collaboration. 

The collaboration features items from across a variety of categories, including apparel, home goods, food and beverages and more. There are several brand partnerships within the larger collection, such as with Mead, Lip Smacker, Caboodles and Starter, further fueling the nostalgic nature of the campaign.  

“It's a clear expression of how Target leads with merchandising authority — bringing together our trend expertise and deep fan insights to create what guests are excited about right now, in a way that's unmistakably and exclusively Target,” said Gigi Guerra, vice president, creative curation, Target, in press materials. 

Fandom has become a touchpoint for many brands as they attempt to make inroads with key consumers groups, especially Gen Z. For example, Popeye's recently partnered with the long-running anime “One Piece” on a limited-time menu. Archer Meat Snacks also launched a line of co-branded mini meat sneaks with the upcoming movie “The Mandalorian and Grogu.” 

Target saw fourth quarter revenue of $30.45 billion, a 1.49% year-over-year decrease, according to an earnings transcript. Executives noted that the company has seen significant revenue from Roundel, its in-house retail media company.