P-O-P Spotlight: Inside Target's Immersive 'Stranger Things' Experience
Target's in-store "Stranger Things" takeover — announced in late September as part of the lead-up to the Netflix show’s fifth and final season — is now live in select stores, offering shoppers a fully built-out destination inspired by the show's fictional town Hawkins, Indiana, and its dark parallel dimension known as the "Upside Down."
The execution expands on Target’s strategy to create experiential, fandom-driven merchandising that blends entertainment intellectual property (IP) with physical retail. The retailer previously said the experience would evolve as new episodes drop through the end of the year.
P2PI's early in-store visits show that Target has invested in theatrical world-building, leaning on large-scale corrugate, themed environments and 1980s-inspired product drops to drive traffic and engagement.
A Full Aisle Transformed Into the ‘Upside Down’
A dedicated aisle in the rotating seasonal department has been reimagined to resemble the “Upside Down,” complete with hive-mind vine graphics running across the top and bottom shelving. At the center is a life-size corrugated “Stranger Things” gate that mirrors the one seen in Season 5, Episode 4.
The gate display also depicts a walkie-talkie with the message “CODE RED! Take a photo, tag and prepare for one last adventure.” The aisle is stocked with apparel, licensed collectibles, home goods, 1980s-style merchandise and themed snacks from CPGs like PepsiCo/Frito-Lay and General Mills.
Directional Signage: 'Welcome to Hawkins'
Before shoppers reach the aisle, a themed floorstand sign welcomes them to “Hawkins,” complete with a smaller affixed sign reading “Target Exit 11,” a nod to the show's lead character, pointing toward the main experience. The sign acts as a breadcrumb trail, pulling guests deeper into the store.
Creel House Rolling Display
Nearby, a rolling display features a corrugated arch modeled after the Creel House from the “Upside Down.” The unit stocks themed kitchen and party goods, including a “Stranger Things” waffle maker, watch-party supplies (cups, plates, napkins), bath products and Kellogg’s limited-edition Demogorgon Crunch cereal.
PepsiCo/Frito-Lay 'Snack Stranger' Display
A four-way pallet display from PepsiCo/Frito-Lay features characters Mike, Will and Eleven along with a “Snack Stranger” message. The unit stocks various Doritos and Cheetos products integrated into the broader campaign.
WSQK 'The Squawk' Endcap
Target is also supporting the program with endcaps highlighting the fictional Hawkins radio station, WSQK “The Squawk.” A sign communicates a "WSQK 94.5 FM Hawkins’ Hitmaker" message, while merchandising exclusive items such as “Stranger Things”-branded Gatorade water bottles and a retro-styled record player.
Also spotted in stores is another aisle display that mimics the "The Squawk" van. The unit sandwiches shelving between corrugated front- and back-end van graphics, creating the illusion of a full vehicle stocked with merchandise. Products here include collectibles and accessories tied to the show’s 1980s setting.
Target’s “Stranger Things” execution is an example of how retailers are transforming licensed product drops into large-scale, destination-driving in-store experiences. By combining theatrical displays, exclusive SKUs and nostalgia-heavy storytelling, the retailer is using physical space to pull fans into the world of the show — and entice them to return as new volumes of the final season roll out through December.
