Target Introduces New Pillowfort Collections Featuring Disney and Marvel

Rhea-AI Summary

Target (NYSE: TGT) has announced the launch of new Disney and Marvel collections by Pillowfort, featuring over 50 kids' bedding items. The collection includes character-inspired hooded blankets, figural dolls, pillows, sheet sets, quilts, and glow-in-the-dark comforters, with most items priced under $30.

The assortment features beloved Disney Princess characters like Ariel, Belle, Cinderella, Moana, and Tiana, alongside Marvel Super Heroes including Black Panther, Captain America, Hulk, Iron Man, and Spider-Man. The products are designed with interactive features, such as pillows that double as play accessories.

This collaboration marks the first of three collections with Disney in 2025, with upcoming Cat & Jack and Cloud Island kids and baby apparel collections planned. The full assortment is currently available on Target.com and will reach Target stores by late April.

Positive

• New exclusive product line expanding Target's $30 billion annual owned brands business
• Strategic expansion of successful Disney partnership
• Competitive pricing strategy with most items under $30
• Multiple revenue streams planned with two additional Disney collections coming in 2025

Negative

• None.

Insights

Retail Industry Analyst

This strategic collaboration marks a significant enhancement to Target's private label portfolio, particularly noteworthy as it combines three powerful elements: Target's successful Pillowfort brand, Disney's beloved characters, and Marvel's superhero franchise. The pricing strategy, with most items under $30, is masterfully positioned to capture market share in the children's home goods sector while maintaining healthy margins typical of private label products.

The launch's timing and execution reveal several key strategic advantages:

• By integrating Disney and Marvel properties into their owned brand rather than creating a separate licensed collection, Target maintains greater control over design, pricing, and margins while benefiting from the intellectual property's appeal.
• The collection's positioning as an 'only-at-Target' offering creates a powerful exclusivity moat against competitors like Walmart and Amazon, driving store traffic and digital engagement.
• The expansion of Pillowfort, which already generates significant revenue within Target's $30 billion owned-brand portfolio, demonstrates the retailer's ability to leverage existing successful platforms rather than creating new brands from scratch.

The business implications extend beyond immediate sales potential. This collaboration strengthens Target's position in the children's home goods market, estimated at several billion dollars annually, while reinforcing their reputation for delivering affordable style. The strategic decision to price most items under $30 reflects a deep understanding of their core customer's price sensitivity while maintaining the perceived value proposition that Target's private labels are known for.

This launch also represents the first of three planned Disney collaborations in 2025, indicating a broader strategic initiative to capture market share across multiple children's categories. The expansion into Cat & Jack and Cloud Island suggests Target is replicating a successful formula across their highest-performing owned brands, potentially creating a multiplier effect on revenue and customer loyalty.

• For the first time, beloved Disney characters and Marvel Super Heroes will be featured in a Pillowfort bedding assortment designed in collaboration with Target's in-house product design team

• The 50+ item assortment features character-inspired hooded blankets, figural dolls and pillows, sheet sets, quilts and even glow-in-the-dark comforters, with most items under $30

MINNEAPOLIS, Feb. 24, 2025 /PRNewswire/ -- Target Corporation (NYSE: TGT) today announced the launch of the Disney and Marvel collections by Pillowfort, two new kids' bedding collections designed to inspire heroes right at home and create bedrooms fit for royalty. The collection of more than 50 items, created in a uniquely Target way, features beloved Disney Princess and Marvel characters with signature modern and playful designs for which the retailer's stylish kids home owned brand, Pillowfort, is known for.

"The addition of the Disney Princess and Marvel collections into our Pillowfort line combines the power of two brands consumers love to create real joy at an incredible value for their families," said Jill Sando, Target's Executive Vice President and Chief Merchandising Officer of Apparel & Accessories, Home and Hardlines. "In this only-at-Target collection, we're bringing the magic of Disney Princess characters and Marvel Super Heroes to kids' bedding and decor in a totally Target way — delivering incredible design and quality products that parents can trust, at amazing prices they won't find anywhere else. The products are so fun and joyful — it's everything millions of people love about Disney, Marvel and Target."

"The Pillowfort collections featuring Disney Princess and Marvel character designs integrate the iconic storytelling of Disney Princess characters and Marvel Super Heroes into everyday family life, offering these beloved brands at an accessible price point," said Braden Dent, Vice President of Retail Sales & Marketing, Disney Consumer Products. "This collection exemplifies how Disney brings its beloved brands into meaningful, everyday moments for fans and consumers."

The Disney and Marvel collections for Pillowfort
Launched in 2016, Pillowfort offers hundreds of affordable mix-and-match pieces that help families create inspiring spaces that will last and grow with their child. The Disney Princess and Marvel collections expand on this purpose with more than 50 whimsical, charming kids' bedding and decor items — with most under $30. 

The assortment of character-inspired hooded blankets ($25), figural dolls and pillows ($20), plus sheet sets, quilts and even glow-in-the-dark comforters (all under $65) come in soft colors with a contemporary, storybook feel. The inclusive range of characters include Disney princesses like Ariel, Belle, Cinderella, Moana and Tiana, as well as Marvel Super Heroes such as Black Panther, Captain America, Hulk, Iron Man and Spider-Man.

The Disney and Marvel collections were designed with fun and function top of mind. Products feature quality materials and thoughtful details like pillows that do double duty as make-believe play accessories — for example, a child can put their own hand inside the pillow shaped like the Hulk's fist for fun pretend play, and the blankets feature hoods that mimic the character's head or hair, to make the child feel like their favorite Disney Princess character or Marvel Super Hero. 

The full assortment is now available on Target.com and will be available in Target stores beginning in late April.

Target's owned brand strategy

Target's roster features more than 40 owned brands that generate more than $30 billion in annual sales. All of Target's owned brands benefit from the retailer's industry-leading product design team, with a guest-centric focus that combines quality materials, thoughtful details and consumer-obsessed design at an incredible value. The retailer is continually evolving its product assortment to meet consumers' wants and needs and saw an opportunity with Pillowfort for exclusive kids' bedding collections that pay homage to Disney and Marvel characters. This is the first of three collections with Disney in 2025, with upcoming Cat & Jack and Cloud Island kids and baby apparel and accessories collections.

Target's years-long relationship with Disney

Target and Disney have a creative, years-long relationship that has brought magic to Target shoppers. A few examples include the Disney store at Target, a "shop-in-shop" in-store and online experience that brings Disney toys, games, apparel and accessories to Target shoppers; a collaboration with Marvel Studios' "Black Panther: Wakanda Forever;" and the Disney100 Retro Reimagined collection — an exclusive, limited-time collection of retro Disney toys and other products, in celebration of Disney's 100^th anniversary in 2024.

About Target
Minneapolis-based Target Corporation (NYSE: TGT) serves guests at nearly 2,000 stores and at Target.com, with the purpose of helping all families discover the joy of everyday life. Since 1946, Target has given 5% of its profit to communities, which today equals millions of dollars a week. Additional company information can be found by visiting the corporate website and press center.

About Disney Consumer Products
Disney Consumer Products (DCP) is the division of Disney Experiences that brings beloved brands and franchises into the daily lives of families and fans through products – from toys to t-shirts, apps, books, console games and more – and experiences that can be found around the world, including on the Disney Store e-commerce platform and at Disney Parks, local and international retailers, as well as Disney store locations globally. The business is home to world-class teams of product, licensing and retail experts, artists and storytellers, and technologists who inspire imaginations around the world.

© Disney © 2025 MARVEL

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SOURCE Target Corporation

FAQ

When will the Target (TGT) Disney and Marvel Pillowfort collection be available in stores?

The collection will be available in Target stores beginning in late April 2025, though it's currently available on Target.com.

How much do items in Target's (TGT) new Disney and Marvel Pillowfort collection cost?

Most items in the collection are priced under $30, with larger items like comforters priced under $65.

What characters are included in Target's (TGT) Disney and Marvel Pillowfort collection?

The collection features Disney princesses including Ariel, Belle, Cinderella, Moana, and Tiana, as well as Marvel heroes like Black Panther, Captain America, Hulk, Iron Man, and Spider-Man.

How many items are in Target's (TGT) new Disney and Marvel Pillowfort collection?

The collection includes more than 50 different items, ranging from hooded blankets to glow-in-the-dark comforters.

What other Disney collections is Target (TGT) planning for 2025?

Target plans to launch two additional Disney collections in 2025 under their Cat & Jack and Cloud Island brands for kids and baby apparel and accessories.