Target Adds Disney, Marvel To Pillowfort Own Brand
Target is expanding its Pillowfort own brand with the launch of more than 50 new items in bedding collections featuring popular characters from Disney and Marvel.
The Disney Princess and Marvel assortments include a variety of kids’ bedding and decor items, with most priced at less than $30. Featured items include 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 includes 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.
Products feature details such as pillows that do double duty as make-believe play accessories — for example, a child can put their 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 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 new Pillowfort Disney and Marvel collections are the latest additions to the Target own brand that launched in 2016. The brand offers shoppers hundreds of affordable mix-and-match pieces that are designed to last and grow with their children.
Pillowfort is one of more than 40 owned brands at Target that generate more than $30 billion in annual sales. This is the first of three collections the retailer will offer with Disney in 2025, with upcoming Cat & Jack and Cloud Island kids and baby apparel and accessories collections launching soon.
