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Target is making bedtime magical with new Disney and Marvel collections by Pillowfort. Featuring over 50 items, these collections blend beloved characters with Pillowfort’s signature design, creating bedrooms where kids can dream of heroic adventures and royal splendour.
“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.”
According to Braden Dent, Vice President of Retail Sales & Marketing, Disney Consumer Products, “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.” Dent further stated, “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 children. 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 colours with a contemporary, storybook feel. The inclusive range of characters includes Disney princesses like Ariel, Belle, Cinderella, Moana and Tiana, and 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 pretends play, and the blankets feature hoods that mimic the character’s head or hair, to make the child feel like their favourite Disney Princess character or Marvel Super Hero.
Shop the full range on Target.com now, and in Target stores by late April.
Expanding Excellence: Target’s Evolution in Owned Brands
Target’s owned brand strategy revolves around offering high-quality, guest-centric products at an exceptional value. With over 40 owned brands generating $30 billion in annual sales, Target leverages its industry-leading design team to evolve its product assortment based on consumer needs continuously. A recent example is the Pillowfort collection, featuring exclusive Disney and Marvel-themed kids’ bedding. This marks the first of three Disney collaborations in 2025, with Cat & Jack and Cloud Island collections for kids’ and baby apparel and accessories to follow.
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 100th anniversary in 2024.
